Express Branding

While working for the Lazada Group in Singapore, I assisted with the graphic design and brand positioning of their EXPRESS and SUPERMART sub-services. As part of their general expansion plan throughout South East Asia, Lazada had explored the idea of same-day delivery service to compete with companies like Amazon Prime Now. The EXPRESS service would focus on the same day delivery of general goods, while SUPERMART was more focused on food and household items.

Our design goal was to establish the EXPRESS and SUPERMART names as distinct entities with the Lazada umbrella of services, which meant creating a system of mission statements and brand pillars with which we could align a visual language to. This resulted in the creation of a brand guide, along with a series of banners, templates, and email  designs all of which helped articulate the precise nature of the EXPRESS and SUPERMART brands.

EXPRESS DELIVERY Brand Guide and Assets

Early social media post animation design

 

Animation with updated brand design

SUPERMART Brand Guide and Assets

 

WIP SUPERMART logo options