Wish unveils new branding as part of major user experience overhaul

ContextLogic Inc. (d/b/a Wish) (NASDAQ: WISH), one of the world’s largest mobile e-commerce platforms, this week announced the first phase of its rebranding, which includes a new logo, a new design and an improved app experience.

The rebranding highlights a major period of operational transformation at Wish with faster delivery times, lower refund rates, an updated homepage and a range of new consumer features. The brighter, bolder logo and design represent the enhanced Wish experience and better reflect the company’s focus on discovery, fun, and great deals.

“We have made some major changes at Wish over the past 12 months, particularly around the consumer and merchant experience. We’ve reduced our shipping and delivery times, reduced our customer refund rates, and introduced exciting new features like Wish Clips. We’re proud of the progress we’ve made so far, but there’s still a long way to go to get Wish where we want it to be,” said Vijay Talwar, CEO of Wish. “Our new brand is fresh and exciting, and better reflects where we are today and where we want to be in the future. This marks the start of a new era and continues our commitment to putting our customers and merchants first. »

The Wish rebrand includes a new logo designed to be versatile and provide a more memorable visual identity for Wish. The “w” includes a unique “style” that can be adapted to highlight cultural moments, special occasions and promotions. Additionally, Wish’s new mission “Bargains are fun, discovery made easy” represents the company’s commitment to Wish’s unique discovery-based shopping experience, where consumers can scroll through a selection variety of products, based on personalization technology and robust merchandising.

Mr. Talwar continued, “We will be announcing further enhancements to the app experience over the coming months, including the rollout of a new women’s fashion experience, a new deals hub as well as a aim to reduce our delivery times to 15 days in each of our key markets by 2023.”

Wish will support the rebranding with a multi-channel, multi-market advertising campaign. The campaign will run across TV and streaming, digital, social media, influencer marketing, and affiliate marketing channels.

In June, Wish announced a deal to become an Official Sleeve Partner of Premier League football club Leeds United for the 2022/23 season. As part of the agreement, Wish’s new branding will appear on the uniform of Leeds United’s men’s, women’s and Academy teams, and will be prominently displayed throughout the stadium.

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