Kiwibank has launched a new brand and marketing campaign to attract new customers, but its core business will be largely unchanged.
Kiwibank has rebranded but says its core business will remain largely unchanged. Photo: KiwiBank
The state-owned bank has unveiled a new logo and digital banking services as it aims to better reflect "modern" New Zealand.
Kiwibank general manager of brand and marketing Simon Hofmann said the refresh was timely because the company had changed significantly since it launched 20 years ago.
It now employed more than 2400 people across the country and had over a million customers, he said.
"We looked at the brand ... to understand what does it mean to thrive today, reflect how do modern Kiwis see themselves and really try and bring that into the brand."
Kiwibank says it is aiming to better reflect "modern" New Zealand. Photo: KiwiBank
Kiwibank's identity had been distinct from its competition in the past, billing itself as the locally-owned people's bank that was taking on the four big Australian banks, which control about 80 percent of the industry.
Hofmann said that image had played a huge role in its growth but the changes it was making were about being a modern, progressive and inclusive bank.
"Absolutely price and product play a critical role in [customer's] decision making but people do choose brand based on who they are.
"And we are seeing this big shift towards people wanting to shop local, choose local and back local businesses."
The new logo was inspired by te ao Māori concept of a thriving Aotearoa and made use of the native harakeke plant to express this, the bank said.