Angootha Pe | Fintech

4 min readMar 14, 2024

Visualising financial Inclusion for millions.

Branding and visual design for an emerging fintech startup that looks to tackle issues of financial inclusion in the grassroots of the country through Adhaar enabled Payment System (AePS)

India, an informal economy.

India is a highly populous, rapidly developing country, with 64% of its population living in remote, rural areas, working in informal sectors. Rural areas lack financial infrastructure, making basic financial functions inaccesible such as transferring funds to another account, checking available funds and status of financial benefit schemes.

In line with the governments mission of financial inclusion of all, AngoothaPe is looking to enable millions in accessing financial services.

AngoothaPe, the brand.

AngoothaPe is a Fintech that provides financial services with the aim of financial inclusion of the masses of the country using Aadhar Enabled Payment System (AEPS) technology. AngoothaPe enables financial inclusion for millions of people in rural India, who are the primary users along with the affiliated merchants, who are the touchpoints for many users. AngoothaPe is proudly Indian, and strives to making banking possible for every Indian.

The Challenge.

The fintech landscape in India is highly competitive and standing out with a unique identity can help establish the right brand presence. The branding for AngoothaPe needed to establish early trust in the brand, something essential for financial startups. The visuals had to be instantly differentiable and rooted in the fact that it originates from and is for the Indian masses.

Moodboard for AngoothaPe .

The fintech landscape in India is highly competitive and standing out with a unique identity can help establish the right brand presence.

The fintech landscape in India is highly competitive and standing out with a unique help presence.

The fintech landscape in India is highly competitive and standing out with a unique help establish the right brand presence.

The logo .

This logo type is ideal for scenarios where it needs to make a big impression and has a decent amount of real estate to work with like signage, packaging, a card front, bags, or brochure covers.

For use when the primary logo doesn’t fit or feel right in a chosen context. The primary logo takes ups more vertical real estate while this one is more horizontal, yet the logo still feels cohesive and at home with the rest of the brands identity.

The logo mark supports the brand in places where AngoothaPe’s name already appears (so as not to be repetitive) and/or where the full logo would be too large such as social media avatars, website favicon etc.

Logo variations.

for dark background

for light background

Designing the icon .

The identity starts with a ‘Angootha’

The thumb print is a quintessential part of ones identity, and in India, a developing country with large uneducated populations, the thumb print is used to sign documents and receive scheme benefits. The term ‘Angootha Chaap’ (a person who cannot write and hence has to use thumb print as a signature) has a negative connotation, but it is purposely used to empower it, conveying how it enables financial inclusion, providing people access to financial services across the country.