One Meow. One Look. Everywhere.

PayMeow is the mascot of PayMe by HSBC, one of Hong Kong’s most widely used mobile payment apps. Over time, the character appeared across many campaigns and touchpoints, but without a consistent visual system, its identity became fragmented.

This project reimagined PayMeow into a unified and expressive mascot system, designed to work seamlessly across banners, in-app visuals, and campaign assets. By refining its visual language and defining clear usage principles, the new system keeps PayMeow recognizable, flexible, and consistently on-brand across every touchpoint.