Alibaba Lazada refreshes brand, adopts new tagline

Source: insideretail, Friday, Jun 21, 2019

Alibaba-backed Southeast Asian ecommerce platform Lazada has launched a new brand campaign – Go Where Your Heart Beats. The campaign features a new heart logomark, typeface and new palette of Lazada colours.

This is the first refresh of the Lazada brand in five years, representing an attempt to elevate the role of the company beyond a transactional shopping platform to a ‘lifestyle destination’.  The move is underpinned by the brand’s ‘shoppertainment’ strategy to enhance the shopper experience, its seller empowerment efforts and ongoing engagements with local community segments.