Daraz unveils new brand identity | Sunday Observer

Daraz unveils new brand identity

23 January, 2022

Daraz, South Asia’s leading e-commerce platform, unveiled its new brand look today – building on a successful 2021 of significant progress for the company.

BjarkeMikkelsen, Founder and CEO of Daraz Group, said the launch marks an exciting step forward for the business.

“Daraz has grown so much over the past seven years, and as we move into the next chapter of our journey, now is the right time for us to evolve the brand to showcase how we are shifting gears as a business to drive a significantly enhanced customer experience.

“The new brand look still represents the elements that have always been part of our DNA – progress, innovation, exploration, and discovery. At the same time, it signifies a shift to a more personal experience that will allow us to create greater connectivity between buyers and sellers on our platform,” said Mr. Mikkelsen. One of the main drivers to refresh the brand is Daraz’s ambition to make e-commerce a key part of people’s daily lives across its five markets in South Asia: Pakistan, Bangladesh, Sri Lanka, Nepal, and Myanmar.

“We recognize that to achieve this ambition we need to create more personal experiences, ensure that we deliver quality products and services at each step of the customer journey, and create new avenues of entertainment and engagement for our customers. This brand refresh will play a key role in helping us elevate and evolve our offering across these crucial areas,” added Mr. Mikkelsen.

A key change is the new icon, which represents a package that is symbolic of how the e-commerce platform physically connects SME sellers to customers. At the center of the icon is an arrow that highlights the focus on progress and fast deliveries, but also resembles a “play button” symbolizing how Daraz is continually innovating to create a more dynamic content experience for users.

Rakhil Fernando, Managing Director of Daraz Sri Lanka, said: “Daraz entered the Sri Lankan market in 2016 and has flourished over the years. Today, it is the largest e-commerce platform in the country.

“The rebranding represents Daraz’s drive towards continuous innovation and progress in a fast-moving world. As we move into the next chapter of this journey, we are committed to create more unique, personalized shopping experiences and bring value to Sri Lankan customers and sellers, while also always giving back to the community.”

As part of the new brand look, Daraz is also consolidating all of its brands under the overall Daraz umbrella-brand to simplify the experience for customers. Daraz has also launched a new website, Daraz.com.

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