Gullak is a fintech platform on a mission to make wealth creation accessible to every Indian. By simplifying investment through gold—a trusted and emotionally resonant asset—Gullak enables users to build savings habits and work toward long-term financial goals like higher education, home ownership, or retirement.

The brand needed to feel trustworthy yet modern, speak to ambition yet remain deeply familiar. The creative challenge was to bring simplicity and emotional clarity to a category often clouded by jargon and inaccessibility.

A name rooted in Indian nostalgia became the foundation. Gullak, the Hindi word for piggy bank, evokes memories of saving coins as a child—establishing a connection that’s both cultural and intuitive. The identity system expanded on this emotion through a visual language that blends warmth with sharpness: soft curves meet structured geometry, bold typography pairs with muted tones, and digital interfaces are designed to be clear, friendly, and motivating.

The result is a cohesive design system that speaks to India’s new-age investor—aspirational, digitally native, and ready to take control of their future.