The new brand approaches the e-commerce industry from a new perspective, closer to people. Because let us be honest, even though it's becoming increasingly more important, nobody's in retail because they love customer service. They want to do things in a new way. So let us meet them there, on their terms - let us have a good talk. A brand strategy, tone of voice and messaging hierarchy was developed, followed by a full visual identity with a design focusing on the valuable conversation between brands and people.