Lazada reveals first brand refresh in five years

Lazada launched its new brand campaign called "Go Where Your Hear Beats" where the company shared its new logo. It is the online shopping platform's first brand refresh in five years.

Lazada's new logo

Lazada's brand refresh in the last 5 years

According to Lazada, this is the signal that a new era for the eCommerce platform. The campaign starts off with a series of short films following the journey of three individuals. These stories aim to show that following your heart can ignite new possibilities.

The re-brand is Lazada's evolved vision to accelerate South East Asia's progress through commerce and technology. According to Lazada Group CEO Pierre Poignant, the company wants to provide effortless shopping online. The company is projecting to serve 300 million customers by 2030. They want to be a lifestyle destination that promote progress, hope, dreams and desires whether you are a seller or a shopper.

Lazada's new brand campaign will run across six countries in South East Asia starting June 20. It will have a 60 second film, 30 second vignette and a series of key visuals. The films will feature three stories with characters of varied interests. One is an office worker who loves rock music, the second one is a young lady inspired by Lazada's live streaming platform to create beautiful nail art, and the last one is a woman who turned her love for cookies as a child into a successful career.

The refreshed brand was Lazada's collaboration with Wunderman Thompson from Singapore while the brand identity was developed by Superunion Singapore.

What do you think of Lazada's new look?