Ting is a simple, intuitive and human-centric peer-to-peer payment app designed for the Vietnamese market. Ting’s aim is to make payment easy, enjoyable, and more accessible. Ting serves urbanites who are all too familiar with digital financial tools. Ting has a long term goal of serving the unbanked of rural Vietnam, who may have never interacted with a finance related application.
When creating the Identity, Rice discovered a style of illustrated characters that can be found in certain types of folk art throughout Vietnam. These characters are simply drawn, colorful, very charming, and represent the community spirit of Vietnamese culture. Rice developed a set of illustrated characters based on these folk drawings—updating them to reflect contemporary style. These modern folk characters come to life by personifying our audience and becoming the voice of the brand.