Meesho's Makeover: From Humble Beginnings to Vibrant Bazaar
From a social commerce platform to an e-commerce marketplace giant, Meesho has carved a unique path in India's e-commerce landscape. However, their brand identity didn't quite reflect their evolution.
Meesho sought to shed limiting perceptions, differentiate themselves in a crowded market, and infuse their brand with excitement and modernity, all while retaining their unique Indian essence. Landor, the design powerhouse tasked with crafting a vibrant new look that captured Meesho's spirit and scale.
This case study explores the collaborative journey between Meesho and Landor, revealing the strategic decisions, design challenges, and cultural considerations that shaped Meesho's new identity.
Understanding the Audience
CG. Who is Meesho's target audience and explain their characteristics and needs in detail.
A. The younger generation is very comfortable with technology and can easily navigate through different apps and platforms. They have access to smartphones at an early age and use them for entertainment, education, social connectivity, and online shopping. They have aspirations and try to overcome socio-economic limitations to achieve their desired lifestyles.
On the other hand, older generations are gradually becoming familiar with technology and often use basic phones or share smartphones within their families. Their tech usage is mainly driven by necessity and is supervised by their family members. They aim for financial independence and stability and their buying decisions are influenced by the needs of their families.
Both these groups prioritise value for money and seek platforms that offer quality products at affordable prices. Social proof and recommendations from their networks also significantly impact their choices.
Meesho is a platform that attracts sellers, mainly small business owners and entrepreneurs who want to expand their customer base. They appreciate the platform's potential to reach a broader audience online. However, these sellers face challenges, including limited familiarity with online selling, concerns about product quality and delivery, and the ongoing need for support and training. Their ideal platform should be user-friendly, offer competitive margins, and ensure reliable customer service.
