Daraz unveils new brand look

Daraz, South Asia’s leading e-commerce platform, unveiled its new brand.

Bjarke Mikkelsen, 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.

In addition to rebranding, Daraz Nepal has appointed Aanchal Kunwar as its new Managing Director (MD). Aanchal will take office as soon as incumbent MD Lino Ahlering moves to a regional role at the Daraz Headquarters in Singapore by the end of this month.

“It is a New Year New Start for us at Daraz Nepal with the rebranding coupled with the management change as well.

In the next phase of growth, we will continue to build on our values to deliver our promise to our customers and partners with a strong focus on innovation, customer experience, and personalization. We will live by our purpose of uplifting our communities through the power of commerce." - said Aanchal.

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, that showcases the new brand and gives people a better understanding of who Daraz is and what it stands for.