Love, Bonito launches new tagline, drives content marketing on YouTube

Love, Bonito, Southeast Asia’s largest omnichannel womenswear brand, marks its 12th year with a brand refresh and new tagline ‘Come into your own’.  This refresh seeks to be an inspiration for women to find strength through adversity, to achieve and realise their fullest potential. Customers can look forward to a month-long celebration with various initiatives including the launch of the brand’s first-ever collection of branded merchandise, global giveaways, and new arrivals from the loungewear collection.

The brand refresh will be rolled out on multiple online and offline platforms and a "Come Into Your Own" video series will also be released on Love, Bonito’s relaunched YouTube channel, to drive meaning through visual storytelling.

 “Our refreshed tagline ‘Come Into Your Own’ encompasses a powerful message we want to instil in every woman. Over the past 12 years, I’ve watched the brand grow from its infant stages, celebrated many firsts and watched it blossom onto the international stage," said Rachel Lim, co-founder of Love, Bonito.

"As we move into the next chapter to create an empowering female ecosystem for the world, we want to inspire women to embrace their personal journey of self-discovery and be empowered by their unique stories. Be it walking by our stores, seeing our social posts or shopping with us online, this message will be a constant reminder that all women can bloom where they are planted,” she added.

Inspired by the nature of flowers blooming in their own time, the campaign is represented by various flora as a visual motif juxtaposed against the stories of real women.

A total of five flowers have been chosen to represent the journeys of five renowned women across Singapore (SG), Malaysia (MY), United States (US), and the Philippines (PH). Each woman was chosen for their embodiment of positivity and strength, diversity and courage, rebirth and resilience, freedom, and femininity. Through each story and personal experience shared, the brand aims to inspire and encourage women around the world to discover their purpose.

As part of the brand refresh, customers can get their hands on Love, Bonito’s exclusive branded merchandise, which subtly features the ‘Come Into Your Own’ tagline. The limited-edition range includes a T-shirt, cap and pullover suitable for everyday wear. Available from 24 August, the collection will retail online and in-stores, while stocks last. Other key global activations include a global giveaway contest, and e-gift cards refresh.

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