Southeast Asian omnichannel fashion brand Love, Bonito has unveiled its new brand identity after 13 years of operation, introducing a change in its assortment strategy as part of the campaign.
The brand’s name was redesigned with a cleaner font, while the clean bold logo was complemented by a heart-shaped monogram that was formed by the brand’s initials ‘LB’. While the brand is commonly known for its signature peach tone, the brand has expanded its colour palette with Bold Brown, Cool Pink and Heart Red.
The company said its new image reflects the maturity and sophistication alongside its loyal community. The new look will be rolled out in physical stores in key markets such as Singapore, Malaysia, Indonesia and Hong Kong, with the flagship in Tun Razak Exchange Mall being the first location to be fully rebranded. The brand will also shift to a sassier tone of voice.
“While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian women are in this 21st century,” said Dione Song, CEO of Love, Bonito. “By doing so, we too want to let Asian women know that it is perfectly alright to be unabashedly ourselves while keeping to our roots and heritage.
“Our consistent double-digit year-on-year growth since 2020 has been an encouraging sign,” Song added. “The vision of being the go-to destination for Asian women is big, and we are just getting started.”
Love, Bonito said it will reduce the number of styles produced by 60 percent, streamlining its assortment to three key lines: Signatures, Staples, and capsule collections.
“Our assortment overhaul was born out of the desire to create a resilient business as we continuously widen our global footprint,” said Pat Achakulwisut, chief commercial officer at Love, Bonito. “We want to make smarter strategic investments across various business functions, from design, production, merchandising to supply chain as well as overall operations.”
The campaign follows the brand’s expansion into the US and the Philippines last year. Love, Bonito ships to 20 countries worldwide.