Klarna is the market leader in Sweden for online payments and one of Europe´s fastest growing companies. The brief was to create a concept that captured everything Klarna was all about.

Smoooth (yes, with three o’s) is more than an ad concept for a payment provider/bank. It’s an idea that portrays the feeling you get using Klarna’s services - an idea that moves the Klarna brand to the opposite end of how other banks and financial services corporations usually behave and act.

The new brand includes not only a new logo, graphic identity (containing e.g. custom made headline and body typeface, icon language & new imagery) and checkout touch-points but towards a completely new user experience - transforming rational payment transactions into an emotional shopping experience.