Lazada

Lazada is the largest e-Commerce operator in South East Asia with more than 50 million active buyers.

Brand agency Superunion Singapore approached us to create an ownable sonic branding/identity for Lazada to compliment their new brand platform, ‘Go Where Your Heart Beats’. This brand signature would be used to draw attention to and build the brand, as well as to drive engagement and long-term loyalty.

The core target demographic was 18 to 24-year-old females with resonance up to 30-year-old males and females. It must appeal to the many different cultures 
who call South East Asia home.

Working closely with the agency and client, the Lazada brand personality was identified as inspiring, optimistic, relatable, friendly and upbeat. The brand wished to sound encouraging, conversational, humble and spirited.
We defined two mandatory functions of the Audio Logo:
Vocal recognition – Given the high volume of online activity Lazada receives daily, it was important the ‘Lazada’ sonic identity could be represented as a sung vocal as a well as an instrumental.
Instrumental recognition – Create a musical tonality which mirrored that ‘feeling of satisfaction and positive energy’ that one experiences after an online purchase. It also needs to be unmistakably Lazada.

The sonic identity has given the brand a unified sonic asset that has aligned all of Lazada’s major touchpoints, from its mass communications to its point of sale. It delivered on brand personality and recognition with its simplicity and efficacy.