KUSTOM
Klarna, one of Sweden’s most renowned pioneers in the buy-now-pay-later space, decided to part ways with its widely successful checkout solution (KCO) to focus exclusively on consumer-oriented innovations. The investment firm BLQ Invest acquired the checkout solution and teamed up with Seventy to create an entirely new brand before Klarna and its name were no longer part of the equation.
The new company needed to transition from Klarna’s strong consumer-focused communication style to establish a distinct B2B brand and identity. We were tasked with building this from the ground up—crafting a unique visual direction, tone of voice, logo, and slogan, while delivering a comprehensive suite of assets, including a website and social media presence. The challenge was to clearly distinguish Kustom from Klarna while leveraging the strengths of its inherited product.
From Klarna Checkout (KCO) to Kustom Checkout (yep, still KCO), we retained the strengths of an established and trusted product while carving out a bold new position in the market. The Kustom brand reflects the company’s entrepreneurial drive and confident edge, stepping forward with a unique identity that honors its legacy while embracing the future.
Responsibilities
Working together with the team to craft and build a clear and unified brand identity
Building a tone of voice, brand pillars, messaging and tagline
Crafting website copy, social media ads, and brand guidelines