Marshmallow
Marshmallow committed to insuring difference. With a rebrand that backs the exceptions to the rules.
Marshmallow is one of the fastest European companies ever to reach a unicorn valuation. Their extraordinary business is built on insuring people who are new to the UK. People whose different experiences mean they’re unfairly ignored by established insurers.
To super-charge their next phase of growth, we helped Marshmallow double-down on difference.
Overview
The partnership
A full rebrand that put difference at the heart of the business. And an ongoing collaboration with the in-house team to make that difference real.
Define
Working with stakeholders across the business, we created a brand strategy to guide and inspire the internal team, and connect with a diverse range of audiences from across the globe. While everyone else insures average, Marshmallow backs the exceptions to the rule.
This rebrand doesn’t just impact how we look or how we talk as a business, it helps guide decisions we make for the future.
Create
In a category devoid of genuine emotion, the identity is both joyful and empathetic, embracing difference in all its forms.
The marshforms
The identity is built on a cast of unique characters. The welcoming mascot is joined by an infinite variety of modular personalities.
Verbal identity
Inclusive, celebratory, and confident, the brand voice aims to make people feel seen beyond the numbers. It’s paired with a customised headline typeface designed for maximum accessibility and unmissable character.
Commit
We worked closely with the product and design teams at Marshmallow to build, test and push the system. Every decision had to do more than just work, it had to make an impact. On the website. In the product. In comms. And most importantly, among the Marshmallow team.
The different reality
The rebrand helped Marshmallow evolve from a fast-growing startup into a widely-recognised, purpose-driven insurance brand with the commercial results to match. In the year following the rebrand, Marshmallow became the UK’s fastest growing insurance app, achieving profitability for the first time with £184 million in revenue. The business was valued at $2 billion in April 2025.
Driving difference
The road to success is not travelled alone. A huge thank you to Oliver, Alexander, David, Fran, Megan, Georgia, Sam, Gwen, Chloe and Caroline.
Ragged Edge challenged us to think differently about what kind of brand we could be. The process was seamless and genuinely collaborative, from senior leadership right through to our product and design teams.