How Ant Group Revamped Yu'ebao for the Youth: A Brand‑Centric Design & Collaboration Playbook

Background

Yu'ebao, an eight‑year‑old entry‑level wealth‑management product, faced aging user perception and needed a brand‑youngification overhaul to attract new, younger users and shift from a simple savings tool to an integrated “save‑earn‑spend” platform.

Visual Identity (VI) Upgrade

The logo changed from a traditional “money bag” to a playful “little koi” mascot, symbolising good luck and giving the product a warmer, more relatable face.

IP Upgrade

A new brand IP, “Jinli Yu You,” was introduced, giving Yu'ebao a distinct character that could appear across digital and physical touchpoints.

Brand Proposition

The core message, “Life’s balance is a treasure,” reframes financial balance as a positive, forward‑looking concept, encouraging young users to view Yu'ebao as a lifestyle companion rather than just a savings account.

Collaboration Strategy

Yu'ebao pursued three collaboration pillars:

Select domestic, “Guochao” brands that share a youthful, culturally resonant identity.

Create tangible, sensory products (e.g., limited‑edition shoes, plush toys, custom‑styled vehicles) to provide real‑world experiences.

Emphasize a youthful, self‑defined lifestyle rather than mere hype.

Design Practice & Monthly Launches

From July to November, Yu'ebao released 20 co‑branded items across five partner brands, including:

July – “Lucky Enough” shoes with a popular sneaker brand, featuring light‑reactive koi patterns.

August – “Green Enough” plush plants promoting work‑life balance.

September – “All Enough” plush blind‑box figures tied to an IP character.

October – “Free Enough” reversible knitwear with a virtual idol.

November – “Life Enough” customized Wuling vehicles blending mechanical and cute aesthetics.

Each launch combined online promotion, offline pop‑up experiences, and immersive installations (e.g., giant blind‑box, rotating window displays) to deepen user engagement.

Results & Insights

All limited‑edition items sold out rapidly, generating strong social buzz and reinforcing Yu'ebao’s youthful brand image. Key lessons include the importance of cross‑category collaborations, experiential retail, and aligning brand narratives with Gen‑Z cultural values.

Conclusion

The six‑month experiment demonstrates that a holistic brand‑youngification—spanning visual redesign, IP creation, strategic partnerships, and experiential design—can successfully reposition a legacy financial product for a new generation.