Meesho has unveiled a new brand identity for the e-commerce platform that helps every Indian get the ultimate joy by making value-first purchasing decisions. The company aims to strengthen its position as a one-stop horizontal platform that caters to the daily needs of millions of Indian shoppers.
Brand Restructuring aims to showcase the inclusion of the e-commerce platform with a huge collection of value-first products and how it is helping customers across income categories, geographic, language, gender and age groups realize their shopping aspirations.
The new colour palette includes hues of ‘jamuni’ and ‘mango’, evoking the vibrancy and splendor of India’s diversity. According to Colour theory, Jamuni has an association with desire while Mango is inviting and welcoming. The refreshed colour palette aims to instill the personality traits of confidence and approachability in Meesho customers and sellers.
However, the logo retains Meesho’s iconic ‘M’ – which has been strongly associated with the brand since its launch in 2015 – albeit in a more colorful and interconnected avatar.
As part of this initiative, Meesho has used auditory touch points to create an emotional connection with users. Built on the premise that ‘all good things come with a ting tong’, the company’s sonic identity beautifully captures the anticipation and excitement one feels when awaiting the delivery of an online order. Meesho’s Peppy signature tracks the entire customer journey, from clicking on an e-commerce app to receiving a push notification to place an order. Sonic Identity will be launched in eight languages (Hindi, Bengali, Gujarati,Telugu, Marathi, Malayalam, Tamil, Kannada, and Oriya) for a more authentic experience.
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