Carousell Updates Brand Identity Across Asia via Superunion

E-commerce platform Carousell has completed an identity refresh that includes a revamped logo, brand positioning and visual identity. The update was developed by creative brand agency, Superunion and is being rolled out across Singapore, Hong Kong, Taiwan, Philippines, Indonesia, and Malaysia in the coming weeks, beginning with app changes, as well as a brand campaign which will launch in September.

“Working on the Carousell rebranding project has been very exciting for us,” said Ambrish Chaundry, Managing Strategy Director Asia. “As they build momentum around regional expansion and widen their offering, it’s a perfect time to remind the world what makes Carousell special.”

The new look includes and updated symbol mark that “maintains the original inspiration of the Carousell name and logo, the Kodak carousel, alluding to the cyclical nature of items going round and round.”

The Carousell platform itself has also been updated to be in line with the visual identity, the brand said, simplifying the user interface and marketing communications to focus on Carousellers’ items and stories.

Credits

Scott Lambert, Creative Director – Superunion
Pete Tong, Designer – Superunion
Danley Stone, Client Director – Superunion
Charlotte Cheong, Client Executive – Superunion
Ambrish Chaudhry, Managing Strategy Director – Superunion
Sherman Chia, Senior Designer – Superunion
Cassandra Leong, Brand Marketing Lead – Carousell
Jem Seow, Senior Brand Marketing Specialist – Carousell
Davina Tjandra, Creative Design Lead – Carousell
Quek Siu Rui, Founder – Carousell
Marcus Tan, Founder – Carousell
Lucas Ngoo, Founder – Carousell