Buy now pay later service Atome launches new brand identity

Singapore-based startup partners award-winning creative agency &Larry to launch new brandmark and “Time to Own It” tagline

SINGAPORE, Nov. 3, 2020 /PRNewswire/ — Atome, a leading “buy now pay later” technology company headquartered in Singapore, has partnered with award-winning creative design agency &Larry to relaunch its new brand identity, which consists of a new brandmark, colour and tagline. The brandmark represents the company’s core pillars of Aspirations, Access and Advice while also playing on themes such as ‘rising above’, ‘positivity’ and ‘openness’. Atome’s new brand colour is a bright yellow-green hue called ‘Spriteburst’ and its new tagline is “Time To Own It”.

Mi Li, Chief Marketing Officer at Atome, said: “We started this project by asking ourselves what we wanted our brand to truly represent for our growing number of Gen Z and millennial users and retail partners. What followed was an intense months-long project working with &Larry’s talented team to distill our brand essence of ‘creating smarter access to your aspirations’. Atome’s new brand identity captures this perfectly. Our new tagline, ‘Time to Own It’, also plays on the core concept of time; in how Atome helps people to pay and afford products and services over time. At a deeper level, it’s also an immediate call to action for consumers to own their deepest passions and aspirations.”

Larry Peh, founder of &Larry and winner of the prestigious President’s Design Award in 2014, said: “Working with a truly innovative technology company like Atome is always exciting. Not only is the Atome team building a phenomenal service that empowers both users and retail partners, but they also care deeply about the brand. From a creative standpoint, this was a challenging but fulfilling project in which we helped to clarify the three pillars of ‘aspirations, access, and advice’ and encapsulate it visually in a modern, unique and refreshing way. We’re confident this new brand identity will help Atome gain recognition as a leading retail and lifestyle brand both in Singapore and across Asia Pacific. We are incredibly humbled to have contributed to this journey.”

Atome’s rebrand coincides with the launch of its “Own the Moment” integrated marketing campaign across social media, mobile, video, in-store and out-of-home channels. The four-month campaign will engage consumers with various activations during the holiday season up until Chinese New Year 2021. In Singapore, Atome partners over 1,000 online and offline retailers across verticals such as fashion (PrettyFit, Herschel, OnTheList, Dr. Martens), beauty (Beauty Emporium, Beauty Fresh), lifestyle (IUIGA, Star Living, iStudio) and fitness (Anytime Fitness, True Yoga Fitness). Atome’s buy now, pay later service allows shoppers to pay for products and services in three equal, zero interest payments, while helping retailers increase conversions and grow average orders and customer segments.

Atome is available on the App Store and Google Play. A media kit for the rebrand is available here.

About Atome

Atome is a leading buy now pay later brand in Asia, partnering online and offline retailers to increase conversions and grow average orders and customer segments. For consumers, Atome offers choice, convenience and flexibility in how they choose to shop and pay. Atome is part of Advance Intelligence Group, a Series-C big data and AI company headquartered in Singapore, with operations across Southeast Asia, India and China. Advance Intelligence Group is part of a consortium applying for Singapore’s digital wholesale banking licence and was recently ranked No. 5 on LinkedIn’s 2020 Top Startups List in Singapore.  

About &Larry

Founded in 2005, &Larry is a design company based in Singapore whose practice is deeply rooted in creating empathic connections between people. It believes that design innovation should always serve the human interest and seeks to maintain the perfect balance between art and commerce, knowledge and instinct, technology and craft. Its methodology continuously evolves, adapts and hinges upon the human condition and economic sensibilities, to create solutions that thread through the changing patterns of our daily lives.

Media contact:

Michael de Waal-Montgomery
Ellerton & Co. Public Relations
Email: michael@ellerton.sg

Support Independent Community Journalism

Dear Reader,

The Indian Sun exists for one reason: to tell stories that might otherwise go unheard.
We report on local councils, state politics, small businesses and cultural festivals. We focus on the Indian diaspora and the wider multicultural community with care, balance and accountability. We publish in print and online, send regular newsletters and produce video content. We also run media training programs to help community organisations share their own stories.

We operate independently.

Community journalism does not have the backing of large media corporations. Advertising revenue fluctuates. Platform algorithms change. Costs continue to rise. Yet the need for credible, grounded reporting in a multicultural Australia has never been greater.

When you support The Indian Sun, you support:

• Independent reporting on issues affecting migrant communities
• Coverage of local and state decisions that shape daily life
• A platform for small businesses and community groups
• Media training that builds skills within the community
• Journalism accountable to readers

We cannot cover everything, but we work to cover what matters.

If you value thoughtful reporting that reflects Australia’s diversity, we invite you to contribute. Every donation helps us maintain the quality and consistency of our work.

Please consider making a contribution today.

Thank you for your support.

The Indian Sun Team