Klarna, the buy-now-pay-later giant, has unveiled new brand messaging created by its in-house design team, with the AI-powered global payments network’s new look aiming to “elevate the shopping experience while still building on its distinctive pink brand colour, but with a fresh approach to art direction and motion design”.
The company stated that its revised Curiously Bold brand identity is “firmly rooted in the everyday,” yet it plainly wishes to make “everyday money moments better and nicer all around.” It also works to “improve shopping and payment for everyone” while “cutting through the noise, because clarity matters when it comes to money.”
The new visual is fashion-forward and forceful, with a quirky lifestyle edge that is clearly based on shopping/buying.
The rethink makes sense considering that Klarna has evolved from a payment mechanism to a full retail environment. BNPL usage increased by 14 per cent over the recent holiday shopping season in the United States, according to a recent Adobe research. Last September, UK research stated that 27 per cent of adults used the payment method.
Rather than a fully new brand, it sees this as an “evolution of our bold, distinctive Klarna identity in a way that feels relevant for today and reflects how we’ve grown and developed as a company”.
Rebecca Jerndahl Tepavac, the firm’s Head of Global Brand, stated that while the brand has always been “an essential part of the Klarna experience,” with the business rapidly expanding, it needed to develop its brand identity “so that it could work flexibly across a company of our size and scope, and feel relevant across our multiple markets.”
Bharat Tex Special Report 2026 
