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| Lazada Revamps Brand Identity, Announces “Go Where Your Heart Beats” Campaign |
As part of the campaign, Lazada launched a series of films following the journey of three individuals. The stories show that desires, however big or small, can ignite new possibilities.
“As this region’s eCommerce pioneer, we first introduced Lazada in South East Asia to provide effortless shopping online. Seven years on, we are the eCommerce leader that aims to serve 300 million customers by 2030. We are elevating the role of Lazada beyond just a transactional shopping platform, to a lifestyle destination that can enable and progress hopes, dreams and desires – whether you’re a seller or a shopper,” Lazada Group Chief Executive Officer Pierre Poignant, addressed.
Lazada also unveiled its updated brand identity that reflects more youthful, energetic, and dynamic look. Key elements of the refreshed brand identity include a new heart logomark – a manifestation of the letter ‘L’ representing Lazada, configured as a three-dimensional box. The box represents the heart of Lazada’s business, and can behave in many different ways. Other brand elements include a new logotype.
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| Lazada's Series of Films |
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Lazada’s new brand campaign will run across South East Asia in six countries starting June 20, 2019. It consists of one 60-second film, three 30-second vignettes and a series of key visuals.
The refreshed brand campaign was conceptualized and developed by Wunderman Thompson Singapore while the brand identity was developed by Superunion Singapore.
