Love, Bonito redefines womenswear with new brand identity and assortment strategy

Southeast Asian womenswear brand Love, Bonito has redefined womenswear for Asian women with a new brand identity and a revamped assortment strategy as it aims to reflect a sense of maturity and sophistication in its goal to become the go-to destination for Asian women.

The rebrand was done in collaboration with brand practice Anak and features a new logo that plays to the brand’s initials “LB” and forms a heart-shaped monogram which is in contrast to its previous text-based logo “Love, Bonito”.

Its new text logo also sees the capitalisation of all its letters with a sleek wordmark and bevelled accents as a subtle nod to the brand’s Asian roots while expressing Love, Bonito's take on contemporary femininity,

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As part of its new era, Love, Bonito’s colour palette has departed from its mainly peach colour by including Bold Brown, Cool Pink and Heart Red colours.

Bold Brown was included to reflect a contemporary and classic look, Cool Pink is meant to celebrate being unabashedly feminine while the quintessentially Asian Heart Red is a deeply loving colour that signifies the boldness of the everyday Asian woman.

Fronting the campaign is a powerhouse lineup of Asian women including ambassadors Arden Cho, mother-daughter duo Gym Tan and Mya Miller, Yuna and Chanel Miller, who were specifically chosen for their personal stories and outlook that strays from what a stereotypical Asian woman should be or look like. 

"While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian women is in this 21st century,” said Dione Song, CEO of Love, Bonito.

“By doing so, we too want to let Asian women know that it is perfectly alright to be unabashedly ourselves while keeping to our roots and heritage,” she added.

She also said that the brand's consistent double-digit year-on-year growth since 2020 has been an encouraging sign for the company to refresh its identity, "The vision of being the go-to destination for Asian women is big, and we are just getting started."

Love, Bonito’s new brand identity also aims to challenge the perfect Asian women stereotype by taking on a sassier tone of voice across its omnichannel platforms and physical stores in its key markets of Singapore, Malaysia, Indonesia and Hong Kong. The first fully rebranded physical store is Malaysia's largest flagship store located in Tun Razak Exchange Mall, Kuala Lumpur. 

Part of this new voice is its new tagline "Ready-to-live, not just ready-to-wear". A playful and cheeky technical iconography was introduced to illustrate how functional the clothes are with icons that demonstrate crease-ease fabrics and nursing-friendly tops to name a few.

"This milestone represents a heartfelt tribute to our Asian women community," said Rachel Lim, co-founder of Love, Bonito. "Through our rebrand, we honour our rich Asian heritage and challenge stereotypes surrounding Asian women. This evolution extends to our apparel design, where we prioritise not only perfecting the Asian fit but also ensuring each piece is meticulously crafted for functionality, confidence and versatility."

A streamlined assortment strategy

Love, Bonito will also be introducing a streamlined assortment strategy made up of three key lines which include Signatures, Staples and capsule collections based on ten years of customer data combined with machine learning and artificial intelligence. This revamp will reduce the overall number of styles produced by 60%.

“Our assortment overhaul was born out of the desire to create a resilient business as we continuously widen our global footprint,” said Pat Achakulwisut, chief commercial officer, Love, Bonito.

“We want to make smarter strategic investments across various business functions, from design, production, merchandising to supply chain as well as overall operations,” Achakulwisut explained.

“As a brand practice led and fueled by Asian women, working on the rebranding of Love, Bonito was a profoundly meaningful journey,” said Eunice Tan, CEO of Anak.

“We wanted to create a brand where modern Asian women can finally recognise themselves as they are, not as the world wants them to be,” she explained.

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