Your Best Friend in Fashion
Sorabel is an Indonesian start-up, the largest and most-loved online fashion portal in the world’s fastest growing e-commerce market. They ditched their old name – Salestock – and asked us to create an identity for Sorabel – a brand that promises to be ‘your best friend in fashion’.
Capabilities
Brand Strategy
Brand Identity
Packaging
Digital
OOH
Featured
The Drum
Marketing Interactive
Mumbrella Asia
Collapse
We were inspired by Sorabel’s sophisticated AI-powered chatbot, a feature that gives out friendly, personalised fashion advice to her friends, just as a BFF would. Sorabel’s persona comes to life through an expressive logo, a conversational tone of voice, and in the way she selects, curates and suggests ideas.
Sorabel’s light-hearted, whimsical signature is countered by the credibility of the wordmark, which grounds the brand in fashion authority. The striking combination of berry and teal provided a distinctive colour palette that we were able to translate across touch-points including packaging, outdoor and social media.
