Lazada refreshes its brand identity

Lazada is ushering a new era with its new Go Where Your Heart Beats campaign. The campaign kicks off with three films following the journey of three individuals in the pursuit of their desires.

Go Where Your Heart Beats reinforces the company’s vision to accelerate South East Asia progress through commerce and technology. Moreover, this is the platform’s first brand refresh in five years.

“As this region’s eCommerce pioneer, we first introduced Lazada in South East Asia to provide effortless shopping online,” said Lazada Group CEO Pierre Poignant.

“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.”

Aside from a brand revamp, this campaign is part of Lazada’s shoppertainment strategy to uplift the shopping experience. The company also has other efforts highlighting local communities such as mumpreneurs and urban sellers.

Lazada gets a fresh new look

Alongside the new campaign, Lazada also unveils its new logo design. This new brand identity reflects a more youthful, energetic and dynamic look and feel.

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

The Go Where Your Heart Beats campaign will run across six countries in Southeast Asia. Shoppers can watch 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 Superunion Singapore developed the brand identity.

Check out Lazada’s YouTube channel to watch the inspiring films.

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