Everybody has things they want to cut back on, and things they'd love to put their money toward if there were just a little bit more of it.
We seek a gorgeous icon that makes the user feel good about making the better decisions. Skip the $3 coffee... Take the bus or walk instead of a taxi... Channel the impulse purchase into something wiser and you'll afford that trip to Maui in no time... treat yo self!
The app icon should be inviting. It should be a little fun. Someone should feel excited to look at it everyday on their home screen, and it should encouraging -- when you look at the icon you should want to make a good decision.
I have seen a lot of direction around a pig, because many artists think of a piggy bank. I have seen a lot around an owl, because that is another way to take the direction. But I am not asking for a pig or an owl. I'd love an artist to be creative and show me the fun-but-professional app design that would encourage them every time they had an impulse to spend to skip that impulse and put that money toward something bigger, better and more fun for them. It only takes skipping 20 coffees and 5 taxis to afford a plane flight and a hotel. We want people to spend, on purpose. We want an app icon that looks great and makes people feel good.
I look forward to the creativity!