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’.


Brand Strategy
Brand Identity


The Drum
Marketing Interactive
Mumbrella Asia


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.