Brand Guideline, Application Showcase & Collaterals
Shopee Xpress (SPX) is Shopee's in-house logistics service, offering fast, reliable, and affordable deliveries for orders made through the platform.
First launched in 2018 in Indonesia, now expanding to 7 other countries, SPX aims to to differentiate itself from the competitors by delivering orders in the fastest time possible.
Problem: Since its launch, the product has thrived without a proper brand guideline, leading each market to use the logo in Shopee's orange color and pair it with random, non-cohesive graphics. This has created significant inconsistency between rider assets and marketing materials across local teams.
Brief: We had to create a branding deck to standardize the branding and art direction for the assets, as well as to show how the Shopee Xpress and Shopee logos appear together as a parent and sub-brand.
My Role: Compiled and designed the brand guidelines, conceptualized the secondary graphics with direction from the branding lead and creative director, and redesigned some assets while creating mockups for the application showcase.
Highlights of The Guideline
The guide on how to pair ShopeeXpress with Shopee logo
Orange Colour Palette, features different shades of orange designed for ShopeeXpress needs
Outline Icon style for collateral assets
Simplified Icon Style for smaller size needs
Many rider assets and collaterals had already been produced by each local team, leading to a lack of cohesion and standardization due to the previous absence of detailed guidelines on how to expand the visual brand beyond simply using the logo. and colour.
To address this, we included a flexible secondary graphics section in the new guideline, allowing local teams to create assets, especially the one that require a strong brand representation (for eg. driver uniforms, delivery equipment, merchandises, etc.) without strict rules while still ensuring visual cohesion.
The secondary graphics are derived directly from the energy of the brand personality and movement within the logo.
Simple yet powerful, the arrow and dashed lines intuitively convey what ‘Xpress’ visually represents.
Above are some exploration examples to extend the graphic. Designers can also explore other compositions, orientations, and styles while keeping to the following recommendations as closely as possible.
Do & dont's section about the usage of secondary graphics. We recommend that designers ensure these elements do not distract from the logo and main message.
The full Brand Guidelines.
Application Showcase
This is one among other logo/brand guideline I designed during my tenure in Shopee such as: ShopeeFood Logo Guideline (2021), Shopee Consolidated Brand Guldeine (2023), Shop Safe with Shopee Brand Guideline (2023), Shopee Choice Brand Guideline (2024), Shopee Mall Consolidated Brand Guideline (2025), ShopeeVIP Brand Guideline (2025), Fulfilled by Shopee (2025), Shopee 10th Birthday Logo Guideline (2025) and many more!
Graphic Designer
Brand Guidelines: Nisrina Amalin
Assets: Nisrina Amalin, Syazana Jamil
Brand Design Lead:
Shichun Kok
Creative Director:
Celeste En
Year: 2022