EuMo was engaged to develop the retail identity, customer experience strategy, environmental branding and branch design concept for nationwide rollout of ICICI MINE branches. The result was a refreshed banking environment that combined elements of hospitality, community spaces, digital engagement and financial services into a future-ready retail banking experience.
The project was recognised with the IBDA India's Best Design Award 2021 for Retail Design, demonstrating how strategic retail experience design can help financial institutions connect with emerging customer segments and redefine the role of physical banking environments.
ICICI Bank
Banking & Finance
Customer Experience
Retail Strategy
Service Design
Retail Experience
Hardware & Fixtures
Technology Integration
The project received the IBDA India's Best Design Award 2021 for Retail Design, recognising its contribution to innovation within the financial services sector.
ICICI Bank recognised that younger generations were engaging with brands, technology and services in fundamentally different ways from previous generations.
The ambition was to create a banking destination designed around the aspirations, lifestyles and behaviours of a generation that valued convenience, flexibility, self-expression and digital-first experiences. The bank wanted a scalable retail banking format that could strengthen emotional engagement with younger customers, increase adoption of digital services and support rollout across educational and urban centres nationwide.
Rather than beginning with banking infrastructure, we began with people.
Our research explored lifestyles, financial behaviours, aspirations, anxieties, digital habits, social interaction patterns and expectations from physical environments.
The insight was clear:
Millennials and Gen Z were expecting banks to provide a better experience.
Traditional banking environments often communicated authority, process and control. Younger customers were drawn instead to environments that felt approachable, social, empowering and digitally connected
This insight led EuMo to reimagine the branch as something closer to a café, community hub and digital discovery space than a conventional banking environment.
The central idea celebrated the potential of every young individual to discover and express their unique abilities. This philosophy was translated into a bold star-inspired architectural and experiential centrepiece that became the symbolic heart of the environment. The star represented possibility, ambition and self-discovery while providing a memorable focal point around which customers could gather, interact and explore.
Business and Strategic Impact
Created a differentiated retail banking format: ICICI MINE established a distinct identity within the banking sector by moving beyond traditional branch design towards a lifestyle-oriented customer experience.
Improved relevance among younger audiences: The concept aligned banking services with the expectations and behaviours of digitally native customers.
Integrated physical and digital engagement: The environment successfully blended digital banking tools with social and experiential retail elements.
Enabled scalable national rollout: The retail identity and branch concept were designed as a replicable model suitable for deployment across campuses and urban locations nationwide.
Strengthened ICICI Bank's innovation credentials: The project reinforced the bank's reputation as a customer-centric institution willing to challenge conventional banking formats.
Why the investment mattered
At a time when digital banking was reducing footfall across traditional branches, the project created a compelling reason for younger customers to engage physically with the brand while strengthening adoption of digital services.
The project remains an example of how design intelligence can help financial institutions rethink customer engagement, strengthen brand relevance and create future-ready banking experiences for emerging generations.
