Carrot Market, a domestic local community platform, announced on the 28th that it will change its service name to 'Carrot' and unveil a new brand identity (BI).
The new name and symbol of Carrot, which appear when opening the application, maintain the warm and friendly user experience while presenting a clearer vision and direction. The renewed Carrot logo embodies three core values that Carrot pursues: 'Local', 'Connect', and 'Life'. The orange 'pin' shape representing the local area topped with a fluffy green heart-shaped leaf evokes the warm emotions felt when connecting with neighbors. It reflects the hope that trust, gratitude, and consideration will blossom among neighbors through Carrot.
Carrot produced two videos?a rebranding campaign video and an official brand introduction video?and released them through its mobile app and social networking services (SNS).
The rebranding campaign video, titled 'How to Live Together', warmly and pleasantly portrays connections with neighbors from the perspective of the mascot 'Dangeuni'. In the video, Dangeuni steps outside carrying a shopping basket and encounters various neighbors. Scenes such as helping find a lost pet, holding hobby meetings, and visiting local stores naturally showcase the diverse local lifestyle services available on Carrot.
The official brand introduction video visually captures all the 'connections' possible because it is a neighborhood, emphasizing Carrot's vision. It introduces stories such as finding a first used car through Carrot, a young person finding a part-time job within a 10-minute walk, and a newlywed couple securing a new home. Viewers can see the everyday changes Carrot has brought and its future vision.
Carrot, which established a new culture of secondhand trading among neighbors in the neighborhood, including the concept of 'hyper local'?meaning a neighborhood even narrower than local?has rapidly grown over the past eight years since its launch in 2015. It has emerged as a regional community where various local information gathers and online and offline exchanges among neighbors are active, as well as a detailed local advertising platform and marketing channel for neighborhood stores and businesses. As of this month, the cumulative number of registered users has exceeded 35 million, and the monthly active users (MAU) have surpassed 18 million.
Hwang Doyeon, CEO of Carrot Market, said, “We hope this rebranding will serve as an opportunity for the service vision and direction to be communicated more clearly to users,” adding, “We will create new value and innovation in various local areas so that people can enjoy a richer neighborhood life with Carrot.”
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