Payday loan brand Sunny launches with ‘uncommon optimism’

Sunny is operated by US parent company Think Finance, and the Sunny branding was developed by the London office of international consultancy Phenomenon.

Sunny lends at a representative rate of 1,971 per cent APR, but says it offers customers the right to change their mind about a loan at no cost within five days, and also makes no charges beyond interest. It also says it will only lend money on the back of a ‘robust’ assessment.

Krishnan Menon, chairman and chief executive of Phenomenon, says, ‘Sunny is a market-disruptor. It takes a sea of like-sounding and like-looking competitors and dares to ask the “what if?” question not just in its marketing message but in its entire product philosophy.’

Tim Bateman, creative lead at Phenomenon, says the consultancy aimed to ‘establish Sunny’s difference’ with the branding. He adds, ‘The name itself alludes to an uncommon optimism’.

Bateman says the brand’s yellow colour is ‘an obvious reference to the brand name’. He adds, ‘The majority of the brand’s competitors are blues and greens so seeing a bright yellow loan provider will be as rare a sight in the UK as an actual sunny day.’

The logo is based on House Industries’ Chalet New York 1980. Bateman says, ‘This is a sincere, modern sans serif. New York is its friendliest weight and 1980 offers charming stylistic touches like the “smile” in the descender of the “Y”.’

Sunny is launching this month with TV, digital and social campaigns, with further TV campaign launches next month.