Tabby rebrand

Published April 17, 2025

In late 2021, Tabby, a buy-now-pay-later app, enlisted pew.’s help to improve its brand strategy and visual identity to expand beyond the Dubai market while also securing larger investments. To achieve this, pew. worked closely with Tabby’s marketing team to develop a fresh and larger-than-life branding and strategy. Tabby needed a more distinctive wordmark and had no need for a symbol. This core brand belief was the engine behind all brand extensions. Tabby could be its own currency – a mark of independence in a sea of profusion and commotion.

Tabby uses Radial from Gradient as a primary brand typeface. The Tabby wordmark is custom.

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