Pine Labs salutes the entrepreneurial spirit with a brand refresh


Pine Labs announced a brand refresh of key elements in its corporate identity. Revamped brand assets include the company’s new purpose statement and a new visual identity for the brand. Pine Labs has decided to dedicate this new bold look to the indomitable spirit of the entrepreneur community.

Commenting on the brand refresh, Jerry Williams, Vice President, Marketing, said, “Bold and driven! That’s the merchant of today, our hero, who is constantly moving forward. We salute their entrepreneurial spirit and are delighted to roll out a corporate brand refresh that resonates with their progressive mindset and resilient attitude. With the tagline ‘Our platform, your move’ we want to reinforce the brand promise to our merchant partners that from Pine Labs they will always get the best tech platform for their omnichannel payment needs. The indomitable entrepreneurial spirit of our merchant community is and will continue to be the focus in all our stories.”

Pine Labs is no longer perceived as just a card payment acceptance solution by its merchant partners but is seen as a complete commerce ecosystem through its Pay Later proposition, nifty POS apps, integrated ‘scan to pay’ and ‘tap to pay’ contactless payment solutions, foray in the online payments space via the newly launched brand Plural, and a lot more merchant business-friendly solutions that are in tune with the times. Through the brand refresh, Pine Labs is acknowledging the evolving needs of modern businesses that are digital-focused and are looking for the best of fintech to deliver purposeful solutions to their customers. The flying arrowhead in the new logo is indicative of the progressive entrepreneur of today with the square shaped negative space below the arrow signifying the robustness of the Pine Labs platform and how it acts as a solid tech foundation during their journey towards growth.

“Our brand purpose is to harness the entrepreneurial spirit of merchants and enrich their world by transforming commerce,” added Jerry Williams.

“At Please See// we start building a brand by focusing on an emotion that drives business. With Pine Labs, we found that emotion in an unstoppable entrepreneurial spirit. What we all also did together was build more reasons for India’s retail entrepreneurs to feel proud of what they do everyday,” said Avinash Thadani, Co-founder, Please See, a Mumbai-based creative agency.

In July 2021, Pine Labs had released a film as a part of a multichannel marketing campaign to celebrate the #WarriorsAtWork, the frontline retail warriors and their dedication post COVID-19 pandemic. The brand film has already garnered over 1.5 million views on YouTube. The film was followed by the launch of a microsite which acted as a platform for anyone to dedicate personalised gratitude video to the resilient retailer. The #WarriorsatWork campaign was judged the ‘Best Fintech Marketing Campaign’ at CMO Asia 2021, bagged a silver for ‘Best Integrated Marketing’ category at the 2022 Event Marketing Awards by Campaign Asia, and most recently won a Bronze at the 2022 Clio Awards in the Film Craft (Music-Licensed) category.


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