NayaPay has been named Emerging Brand of the Year 2025 by the Brands Foundation, Pakistan’s premier non-profit organization dedicated to brand authorization and recognition, in acknowledgement of a year in which the fintech platform did considerably more than refresh its visual appearance. The award was driven by NayaPay’s bold rebrand and the strong online engagement that followed, with the company’s new identity marking a clear shift from traditional industry norms toward a more relatable, expressive, and user-first approach to financial branding.
The rebrand, which NayaPay executed in collaboration with Koto, an international design agency also responsible for Amazon’s global brand overhaul, introduced a comprehensive new visual identity built around a logo called Dyno, made up of interlocking arrows symbolizing motion and the flow of money between individuals and businesses. The new identity introduced a vibrant color palette with a signature hue dubbed Electric Orange, refined typography, a metallic illustration style inspired by currency materials, and an overhauled user experience designed to reflect momentum, connectivity, and user empowerment. The company described the rebrand not as a cosmetic exercise but as a launch pad for everything it was building next, signalling that the visual transformation was intended to align the brand with an expanded product and service roadmap rather than simply updating its appearance for aesthetic reasons.
Over the past year, NayaPay became one of the most talked-about brands on social media in Pakistan, with users actively sharing, engaging, and interacting with its content across Instagram, LinkedIn, and other platforms, turning what began as a product rebrand into a broader cultural moment. This level of organic engagement, driven not by advertising spend but by genuine user interest and affinity, was central to the Brands Foundation’s recognition of NayaPay as the standout emerging brand of the year. The Brands of the Year Award, initiated in 2007 and inaugurated by then Prime Minister Shaukat Aziz, is Pakistan’s most prestigious national brand competition, annually celebrating brand excellence across industries with evaluation based on innovation, commitment, and market impact. For NayaPay, which describes itself as Pakistan’s first Electronic Money Institution and has grown its user base to over 2.5 million since receiving its full Electronic Money Institution licence from the State Bank of Pakistan, the recognition underlines how a locally built fintech platform can compete for brand leadership not just on the strength of its product features but on the quality of the identity and emotional connection it builds with its users.
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