Southeast Asian e-commerce platform Lazada has launched a new brand campaign – Go Where Your Heart Beats.

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.

The campaign kicked off yesterday with a series of films following the personal journeys of three individuals made possible through Lazada, and introduced the firm’s new brand identity that reflects a more youthful, energetic and dynamic look and feel. It features a new heart logomark, typeface and new palette of Lazada colours.

“As this region’s e-commerce pioneer, we first introduced Lazada in Southeast Asia to provide effortless shopping online,” said Lazada Group CEO Pierre Poignant. “Seven years on, we are the e-commerce leader that aims to serve 300 million customers by 2030.

“We are elevating the role of Lazada beyond just a transactional shopping platform, to a lifestyle destination that can enable and progress hopes, dreams and desires – whether you’re a seller or a shopper.”

The new Lazada brand identity was developed by Superunion Singapore and the accompanying campaign was conceptualised and developed by Wunderman Thompson Singapore.