Meesho, an Indian e-commerce marketplace, unveiled its new brand identity, reinforcing the platform’s focus on consumer joy through value-first purchases.
Developed in association with Landor & Fitch, the revamp is aimed at showcasing the e-commerce platform’s inclusivity with its products, and how it’s helping consumers across income segments, geographies, languages, genders and age groups realize their shopping aspirations.
An official statement issued by Meesho on the new identity read, “The new color palette features hues of ‘Jamuni’ and ‘Aam’, which encapsulate the vibrancy and grandeur of India’s diversity. According to color theory, Jamuni has an association with aspiration while Aam is seen as inviting and welcoming. The refreshed color palette aims to evoke personality traits of confidence and approachability among Meesho consumers and sellers. However, the logo retains Meesho’s iconic ‘M’, albeit in a more colorful and interconnected avatar – which has been strongly associated with the brand since its inception in 2015.”
As part of this initiative, Meesho has leveraged auditory touch points to build an emotional connect with users. Built on the premise of ‘all good things arrive with a ting tong‘, the company’s sonic identity captures the anticipation and excitement that one experiences while expecting the delivery of an online order. Meesho’s signature track plays during all legs of the customer journey, from clicking on the e-commerce application to receiving a push notification to placing an order.
Meesho announced that the sonic identity will also be launched in eight languages (Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam and Odia).
“We are thrilled to introduce our revamped brand identity, which symbolizes our transformation into a genuinely inclusive and egalitarian e-commerce platform. The new color palette and sonic identity will add a powerful new dimension to our brand identity, a critical component of how people recognise Meesho today and in the future. We believe there is enormous opportunity for mass adoption of e-commerce in India, and the next wave of growth will come from making it pertinent for all shoppers. With this brand revamp, Meesho will progress further on its journey to become the go-to e-commerce platform for the next billion consumers in India.,” said, Vidit Aatrey, Founder & CEO, Meesho.
“With e-commerce steadfastly gaining traction across geographies and socioeconomic backgrounds, Meesho continues to boost access and affordability for the country’s heterogenous customer base. Every design decision was evaluated from a consumer lens to arrive at a refreshed brand identity that signals the joy that consumers experience when interacting with the brand. We explored a wide range of possibilities before finally arriving at the chosen solution, which captures the brand’s ethos of inclusivity and aspiration. We believe Meesho’s brand experience is set to evolve in a myriad new and exciting ways. It was an absolute delight for Landor & Fitch to partner with the Meesho team on this brand transformation,” added, Lulu Raghavan, Managing Director, Landor & Fitch.
