Softbank-backed e-commerce player Meesho has got a new brand identity. The company’s new logo features hues of ‘Jamuni‘ and ‘Aam’. This the company says encapsulates the vibrancy and grandeur of India’s diversity. The change in brand identity comes as Meesho looks to enhance its positioning as an “inclusive” and “egalitarian” platform for mass adoption.
What Jamuni and Aam stand for
According to colour theory, Jamuni has an association with aspiration while Aam is seen as inviting and welcoming, the company said. With the revamped branding, the company aims to strengthen its positioning as a one-stop horizontal platform that meets the everyday needs of Indian shoppers.
“We are thrilled to introduce our revamped brand identity, which symbolizes our transformation into a genuinely inclusive and egalitarian e-commerce platform. The new colour 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,” Meesho Founder and CEO Vidit Aatrey said in a statement.
“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,” Aatrey said.
Sonic identity in eight Indian languages
The company also plans to launch a new sonic identity in eight languages — Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam and Odia. “In 2023, as the marketplace continues to scale, this brand refresh will help the company retain its current identity while more accurately reflecting its current growth and scale,” the statement said.