Lazada unveils refreshed brand identity with new logo, tune and regional campaign

Lazada has refreshed its brand identity with a new logo sporting a heart logo mark, and an regional campaign themed “Go Where Your Heart Beats”. The re-positioning is supported by Lazada’s “shoppertainment” strategy to continuously uplift the shopper experience, its seller empowerment efforts to transform all brands and sellers into super eBusinesses, as well as its ongoing efforts with local community segments such as “mumpreneurs” and rural sellers.

This marks the eCommerce brand’s first refresh in five years, since the update of its tagline to “effortless shopping” in 2014. In an interview with Marketing, Lazada Group chief marketing officer Mary Zhou said the idea for the brand refresh started as early as November last year. During the process, the heart logo mark was trialled on Lazada’s 11.11, 12.12, and birthday campaigns, before being adapted to its current form.

Developed by Superunion Singapore, the new logo includes a heart logomark manifesting the letter “L” representing Lazada, configured as a three-dimensional box. Other brand elements include a new logotype deemed welcoming and youthful for the digital age, as well as a new palette of Lazada colours that reflect the vibrancy of shopping.

 “As Southeast 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. At the same time, we are contributing to the heartbeat of Southeast Asia as eCommerce pioneers constantly redefining the online shopper and seller experience through innovative features and tools,” explained Zhou on the use of the heart.

In line with the brand refresh, Lazada has also debut its sonic branding, a sing-along tune of its brand name. Lazada’s marketing senior vice president Darko Lin told Marketing that the tune, which is a chorus by male and female singers, was kept simple with just three notes so that it is easy for customers to catch on. Through the tune, Lazada looks to deliver a holistic brand experience that spans across visual and audio dimensions. He added that it will be an “organic part” of all Lazada’s advertisements in the future, starting with its regional campaign to celebrate the brand refresh.

Regional brand campaign

The 360 campaign, which will be deployed across digital, television and out-of-home channel, will run across Southeast Asia in six countries starting 20 June.

The campaign kicks off with a series of three films featuring stories of personal pursuits made possible through Lazada. They follow the journeys of an office worker pursuing his passion to be a rock musician, a young lady inspired by Lazada’s livestreaming platform to create beautiful nail art, and a woman who turns her love for cookies as a child into a successful career as a pâtissier.


Themed “Go Where Your Heart Beats”, the campaign conceptualised by Wunderman Thompson Singapore seeks to be an emotive articulation of Lazada’s vision to accelerate Southeast Asia progress through commerce and technology.

Lin told Marketing during the interview that the campaign, along with the new brand identity, is founded on a common thread between Lazada and the brands and sellers it works with – the aspiration to build a better life. This was identified through an internal survey that Lazada recently conducted with over 100 of its stakeholders, ranging from employees and shoppers to sellers and partners.

Meanwhile, Lazada Group CEO Pierre Poignant said: “As this region’s eCommerce pioneer, we first introduced Lazada in Southeast 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.

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