In a strategic move aimed at strengthening its footing in the Indian e-commerce landscape, Meesho, the flourishing online marketplace, has unfurled its rebranded identity. This crucial rebranding initiative seeks to position Meesho as a holistic shopping platform capable of catering to the diverse everyday needs of millions of Indian shoppers.
Meesho’s new brand identity draws inspiration from the multicultural and vibrant essence of India, incorporating hues of ‘Jamuni’ and ‘Aam’ into its logo’s refreshed color palette. These chosen colors not only echo the richness of India’s diversity but also reflect its aspirational and welcoming spirit. As per color theory, ‘Jamuni’ is associated with aspiration, while ‘Aam’ exudes a sense of invitation and warmth.
The revamped logo retains the iconic ‘M’ of Meesho but now appears more interconnected and colorful, symbolizing a commitment to inclusivity. The new visual identity resonates with confidence and approachability, traits that Meesho strives to foster within its broad consumer and seller base.
But the evolution of Meesho extends beyond its visual identity. The company has also introduced a unique sonic identity, founded on the premise that ‘all good things arrive with a ting-tong.’ This auditory aspect beautifully encapsulates the anticipation and excitement that shoppers feel when awaiting the delivery of their online purchases.
Vidit Aatrey, Meesho’s founder and CEO, explained that the refreshed brand identity symbolizes their transformation into a truly inclusive and egalitarian e-commerce platform. He believes that the updated color palette and sonic identity bring a powerful new dimension to the brand, which is a critical component of how people recognize Meesho today and in the future.
Echoing Aatrey’s sentiments, Lulu Raghavan, managing director of Landor & Fitch, stated that Meesho is bolstering access and affordability for India’s varied customer base as e-commerce rapidly gains traction. She commended the final design as embodying the brand’s ethos of inclusivity and aspiration, adding that the brand’s experience is set to evolve in new and exciting ways.
Beyond the exciting revamp, Meesho is also breaking new ground by leveraging sports sponsorships to enhance its appeal among male consumers, a significant shift from its previously female-dominated customer base.
Indeed, Meesho’s rebranding venture signals a transformation not only in its visual and sonic identity but also in the broader landscape of e-commerce. With this dynamic change, Meesho is making bold strides to become the go-to e-commerce platform for the next billion consumers in India.