NETEASE KAOLA

Future of cross-border shopping brand & experience

Keeping up on trend is a state of living

Kaola was established as one of the largest cross-border retail e-commerce platforms selling Western goods in China, offering hassle-free shopping experiences for baby products, mother care, health care, beauty, and cosmetics, with a fast delivery service. Through hyper-growth, Kaola needs to establish its brand constantly across every on/off-line touch point globally and scale its connectivity across multiple lifestyle journeys.

Challenge

Research stated that the majority of Kaola’s segments aim toward a lifestyle early-adopter that is looking for authenticity, top-of-trend, and ease of shopping. It also gave us the strategic and creative springboard to refresh the brand’s verbal, visual identity, core value, and narrative - ultimately, its brand experience.

Insight

We redefined Kaola’s brand voice and developed the brand Manifesto to keep up with the trend in a state of living across Kaola’s ecosystem. Having created a refresh of the logomark, brand assets, design system, app and digital commerce, focus on translating the value and state of adoption into the ever-changing living standard.