Please See//’s transformative rebranding of Pine Labs has propelled the leading merchant platform forward, reinforcing its dedication to empowering businesses and fostering growth. The Mumbai-based creative agency shares the exciting process of how they supported the brand in crafting a bold identity that embraces the entrepreneurial spirit driving India’s commerce.

Over the past two decades, Pine Labs has evolved beyond being a mere card machine provider to becoming a comprehensive retail-tech platform, offering solutions that cater to every aspect of a merchant’s needs. While this has placed Pine Labs at the forefront of revolutionising the retail landscape in India, not everyone fully grasped the vast range of services, expertise, and technological prowess it had to offer.

Driven by a vision to reshape the retail landscape and empower every entrepreneur in the country, Pine Labs joined forces with Please See// for an impactful rebranding effort. The goal was to create a brand that effectively represented Pine Labs’ values and aspirations, providing them with a compelling ethos and identity to rally behind. Taking on the challenge, Please See// embarked on a collaborative journey with Pine Labs to redefine the brand’s positioning, purpose, and identity.

“We focused on creating an identity that goes beyond just being about card machines and speaks to the heart of every entrepreneur,” says Avinash Thadani, Co-Founder of Please See//. “Our goal was to bring Pine Labs’ new core values and aspirations to the forefront with a fresh, bold, and modern look that catches attention both online and offline, creating a vibrant universe for the brand to come alive and inspiring businesses across India to reach new heights and fuel their ambitions.”

With a strategic approach, Please See// conducted extensive research, exploring both domestic and international landscapes. They also conducted in-depth interviews with key stakeholders, merchants, employees, and end-consumers, enabling them to gain a holistic understanding of what Pine Labs truly represented. Armed with this knowledge and valuable insights, they established new strategic positioning, defining Pine Labs as a champion for India’s entrepreneurial spirit. Distilled into the powerful core idea of “Our Platform, Your Move,” this statement not only guided the creative direction but also became Pine Labs’ rallying tagline.

“To bring this bold purpose to life, we infused the entrepreneurial spirit’s energy and drive throughout the identity,” comments Pritha Sahai, Co-Founder and Creative Lead at Please See//. “From the soaring arrowhead in the updated logo, symbolising relentless forward movement, to the refreshed colour palette that pays homage to Pine Labs’ heritage through a modern lens, and an energetic tone of voice that inspires Pine Labs’ audience to take action, every element of the new identity cleverly captures the essence of motion and progress.”

The collaboration with Please See// has not only produced a visually stunning rebrand, but it has also paved the way for Pine Labs’ internal transformation. Please See// actively supported the internal launch, ensuring that the new brand resonates deeply within the company culture, fostering a shared sense of purpose and vision among employees.

“Pine Labs has always been committed to nurturing the ambitions of businesses across India, and this rebranding journey with Please See// was nothing short of exceptional,” said Amrish Rau, CEO of Pine Labs. “The new brand identity embodies the very essence of our customers and our unwavering dedication to empowering them on their journey. With this rebrand, Pine Labs set a bold course to revolutionise commerce, invigorating the entrepreneurial spirit within every Indian business owner and opening doors to a promising future. ”