Personal finance app · Client brand · 2026
Nuumey
The brand for a budgeting app. Bouncy honey letters with Nuu, the app's little companion, squeezed into his u, and a soft storybook world around him.
- Logo
- App icon
- Seal
- Colour
- Type
- Character
- Illustrations
- Pattern
- Animation
- App
Nuumey is real. It's a live app on the web and Google Play. Read how we built it.
The brief
Envelope budgeting for people living paycheck to paycheck, with a little companion whose mood follows your budget.
Money apps can feel cold, or quietly judge you. Nuumey had to feel warm and kind, so the brand starts with Nuu: a soft, round character who cheers when you're on track and goes a little grey when you're not, but never tells you off.
01
Logo suite
The first three letters spell his name, so Nuu lives in it: he sits in the second u, which dips under his weight. Flat versions work on honey, sage and dark grounds, and the app icon is just Nuu.
- Primary · Full colour on paper
- App icon · Nuu on honey
- On honey · Toffee letters
- Mini seal · For tiny spaces
- Horizontal · Headers and footers
- Reversed · Honey on bark
The seal App stores, home screens and the browser tab. Under 32px, the mini seal takes over.
Nuumey started with Nuu holding a sealed envelope. The seal and stamp keep that idea for stickers, rewards and "you saved £50" moments.
02
Colour and type
Honey leads, toffee draws every outline, and warm paper holds it all together. Deep sage is saved for buttons.
- Honey HEX #F2B544 RGB 242 181 68 The main colour. The wordmark, highlights and celebrations
- Toffee HEX #7B5434 RGB 123 84 52 The line colour. Nuu's outline, the logo outline and icons
- Paper HEX #FAF3E9 RGB 250 243 233 The ground. Pages and the app background
- Deep Sage HEX #4E6B4D RGB 78 107 77 Buttons and links, always with white text
- Bark HEX #2C2417 RGB 44 36 23 Headlines and body text
Fredoka Round and friendly, never childish. For the logo, headlines and big money numbers. 
Nunito A soft, easy-to-read sans for everything people read in the app. 03
Nuu and his moods
Every mood matches a state in the app, so the marketing and the product always show the same Nuu. He goes grey when a budget runs over, but he never looks angry.
- Thriving · Well under budget
- On track · The everyday Nuu
- Worried · A pot is running low
- Over budget · Greyed, never angry
- Sleeping · When the app is idle
- Celebrating · Goal reached
04
Illustrations and pattern
Storybook objects in the same watercolour style as Nuu, for rewards, the shop and empty screens, and a sparse pattern that text can sit on.
- Coin stack
- Sealed envelope
- Savings jar
- Piggy bank
Nuu moments 
05
Logo animation
Nuu drops onto paper and smiles, a honey circle spreads out from him, and he leaps away as the letters bounce in. He lands back in his u, which dips under his weight, then the colourways flip through and it settles on the logo.
06
And the app it lives in
We built the website, the web app and the Android app too. The case study covers how it came together, or you can try Nuumey for free.
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