Love, Bonito's Brand Makeover: Decoding the New Logo, Squad & Strategy

This week, l want to dissect a brand that's been making waves in the fashion world with a bold revamp: Love, Bonito As a brand marketer, I'm always fascinated by how companies evolve and rewrite their stories. Love, Bonito's recent move is a prime example, and I'm itching to dive into the details.

A Rebrand with a Heart: The 'Love Bonito' text logo has been replaced with a heart made up of its initials. I feel it's the brand's way of showing love back to its community, to the affection they've cultivated with Asian women. While the heart itself is a beautiful symbol of its connection with its customer base, the new logo's font feels a touch on the harsh side. The merged comma in "Love," loses some of the softness and playfulness. What do you think?

Squad Goals: Redefining Beauty Standards Love, Bonito's new ambassador lineup is a powerful statement. Featuring diverse Asian women like actress Arden Cho and the inspiring mother-daughter duo Gym Tan and Mya Miller, the brand celebrates the multifaceted beauty of Asian women in the 21st century.

Although I don't agree with the 'only' in this statement.

Smarter Shopping, Streamlined Style Love, Bonito is simplifying the shopping experience by introducing three key lines: Signatures (think on-trend essentials), Staples (your forever favorites), and limited-edition capsule collections. They're also leveraging #AI and curating their collections based on the customer data of the last 10 years. Would love to see how this shapes up.

Social Savvy with a Purposeful Message Love the launch on social. From sneak peeks to product highlights showcasing both style and functionality, to well-timed Women's Day launches were very strategic. They're now amplifying their message by running giveaways, influencer partnerships, and offline "House of Love, Bonito" pop-up experiences for fashion enthusiasts.

A Call for Continued Inclusivity As a petite-framed Indian woman, I've always appreciated Love, Bonito's well-fitting clothing. However, the brand has previously faced criticism regarding limited size ranges. Moving forward, it will be interesting to see if this rebrand's emphasis on inclusivity translates to a wider size range that reflects the beautiful diversity of the Asian consumer base.

I love how the rebrand demonstrates an understanding of the modern Asian woman and focuses on both, form and function. What I would love to see is if they will work on their size offerings to reflect the inclusivity they champion truly.

What are your thoughts on Love, Bonito's rebrand? Let me know in the comments below.