Lazada gets a brand refresh, complete with a new look

For the first time in five years, leading e-commerce platform Lazada is refreshing its brand, and with it comes a new campaign and a new look. The new campaing is entitled Go Where Your Heart Beats, and it’s an emotive, rallying brand idea that signals a new era for the platform.

“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,” said Lazada Group Chief Executive Officer Pierre Poignant.

As for Lazada’s new look, the platform’s logo was updated to “reflect a more youthful, energetic and dynamic look and feel.” The logo itself is a heart-shaped box, representing both the brand’s business, as well as the letter “L”. The updated look also comes with a a new palette of Lazada colors.

“As South East Asia’s leading eCommerce platform by scale and by reach, we are capturing theheartbeat of the region by observing how they behave, engage with and respond to our platform. At the same time, we are contributing to the heartbeat of South East Asia as eCommerce pioneersconstantly redefining the online shopper and seller experience through innovative features andtools,” said Lazada Group Chief Marketing Officer Mary Zhou.

Lazada’s new brand campaign will run across South East Asia in six countries starting 20 June. It consists of one 60-second film, three 30-second vignettes and a series of key visuals.