paperscrew
paperscrew

Slice Brand Identity

Client:
Slice
Industry:
Fintech
Year:
2020
Role:
BRAND IDENTITY, LOGO DESIGN, VISUAL DESIGN, UI/UX, ART DIRECTION
Skateboarder mid-jump wearing a purple slice t-shirt
Slice wordmark in white on purple with its construction grid and spacing ratios
Slice app icon on grey with a red notification badge showing 2
Slice app icon in a white notification card on purple
Swipe right on life ad with a man in purple sunglasses holding a Slice Visa card
Man crouching and holding out a purple Slice Visa card toward the camera
Set of Slice poster ads including The card that gets you and Pay your way
Slice stickers of a shopping bag, gift and coins on a laptop
Three Slice app screens showing balance, Slice points and bill splitting
Three Slice Instagram posts on purple, including The card that gets you
Phone showing the Slice app resting on soft pink inflatable shapes
Street billboards reading One card. All you. and The card that gets you
Purple Slice Visa card with a lipstick, rings and a phone on a desk
Front and back of the Slice Visa card on a lavender grid
Woman in a purple jacket sitting and holding out a Slice Visa card
Hand tapping a purple Slice Visa card on a card terminal
Purple Slice card tucked into a brown leather wallet
Mumbai Indians cricketers celebrating in jerseys with the slice logo
Slice office lounge with purple sofas and the slice logo on the wall

India’s Slice becomes unicorn with $220M Series B funding.

Slice is a Bengaluru fintech rethinking credit and payments for a young, digital-first Indian audience. The rebrand needed to signal speed and optimism without inheriting the visual language of conventional banking.

We built the identity across the logotype, product UI, card direction, and brand applications. The system needed to make a finance product feel current and recognisable while holding up across app screens, marketing, and regulated card surfaces.

The payment mark breaks a circle into a quadrant to make the idea of slicing visible. A bold purple-orange palette and a flexible visual language gave the brand a distinct presence across physical and digital touchpoints.

The rebrand was well received by Slice’s existing audience and helped improve card activation from 48% to 96%. Slice went on to become a fintech unicorn, growing the identity alongside the business.