Meesho, a prominent e-commerce marketplace, has unveiled a new brand identity aimed at emphasizing its commitment to empowering every Indian to make value-driven purchase decisions and experience sheer joy. The Meesho new brand identity reflects the company’s dedication to providing a comprehensive horizontal platform that caters to the diverse needs of millions of Indian shoppers. With its revamped brand, Meesho showcases inclusivity through a wide range of value-first products, enabling consumers from various income segments, geographies, languages, genders, and age groups to fulfill their shopping aspirations. This initiative further solidifies Meesho’s position as a leader in empowering shoppers across India.
What Does The New Entity of Meesho Entail?
Incorporating the vibrant essence of India’s diversity, Meesho’s new brand identity showcases a color palette inspired by the hues of ‘Jamuni’ and ‘Aam’. These colors, associated with aspiration and welcoming vibes respectively, aim to evoke traits of confidence and approachability among Meesho’s consumers and sellers. While the logo retains the iconic ‘M’ that has been synonymous with the brand since its inception in 2015, it now appears in a more colorful and interconnected form, reflecting the brand’s evolution and connection with its audience.
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As part of its new brand initiative, Meesho has implemented auditory touch points to establish an emotional connection with users. Rooted in the idea that “all good things arrive with a ting tong,” the company’s sonic identity beautifully captures the anticipation and excitement associated with receiving an online order. Meesho’s lively signature track accompanies users throughout their customer journey, from opening the e-commerce app to receiving push notifications and placing an order. To enhance authenticity, the sonic identity will be launched in eight languages (Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia), providing a more immersive experience for users.
Why Meesho Gets A New Entity
Meesho’s decision to adopt a new brand identity stems from its goal of solidifying its position as a comprehensive, all-in-one platform catering to the diverse requirements of millions of Indian shoppers. The brand revamp is driven by the intention to highlight Meesho’s inclusivity, featuring a wide-ranging collection of value-first products. By doing so, Meesho aims to assist consumers across various income segments, geographical locations, languages, genders, and age groups in achieving their shopping aspirations.
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Moreover, the incorporation of a fresh color palette plays a significant role in Meesho’s rebranding strategy. The chosen colors, such as ‘Jamuni’ and ‘Aam,’ symbolize the vibrancy and grandeur of India’s diversity. These colors were selected based on their associations with aspiration and a welcoming atmosphere, respectively. The refreshed color palette aims to evoke traits of confidence and approachability among Meesho’s consumers and sellers, creating a stronger emotional connection with the brand.
“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.
Revamp Game of Brands’ Identity
In the ever-evolving world of business, brands often find themselves adapting to changing trends and demands in order to stay relevant and competitive. The revamping of a brand’s identity is a strategic move undertaken to sustain its position in the market and capture the attention of its target audience. Meesho, a prime example of this, has recently played the game of brands by unveiling its new and refreshed identity.
By revamping its brand identity, Meesho demonstrates its commitment to staying ahead of the curve and catering to the evolving needs of its customers. In a landscape where consumer preferences and market dynamics are constantly shifting, brands must be agile and willing to embrace change. Meesho’s bold step in revamping its identity showcases its understanding of the importance of remaining adaptable in the face of these changes.
