Overview

BruPlus was born as Brubank's premium version, the first paid account inside a digital bank known for being completely free. Together with Brubank's art and design team, we set out to design an experience that clearly communicated the extra value for users: better rates on fixed-term deposits and loans, fee-free services, VIP support and exclusive promotions.

Challenge

Introducing a paid product inside a brand built on simplicity, transparency and zero fees was a delicate move. The communication needed to make the upgrade feel worth it without sounding exclusive or out of reach, and to explain a wide set of benefits in a way that stayed as clear and direct as the rest of Brubank.

Solution

The core concept was "tener coronita," the Argentine expression for getting special treatment, framed as an aspiration that's easy to reach. A glossy 3D golden crown became the campaign's hero, with gold accents layered over Brubank's dark purple palette to signal the premium tier while staying fully on-brand.