That familiar Takealot box is looking a little different this September.
For the first time in 15 years, Takealot has altered the branding on one of its most recognisable assets, replacing its name on delivery boxes with translations in South Africa’s 12 official languages.
The temporary redesign is being rolled out nationally during September as part of the ecommerce group’s Heritage Month campaign.
Customers could receive boxes carrying names including Vatbaie, Tsayagolegontsi and Thath’okuningi, with translations spanning languages such as Afrikaans, Setswana and isiZulu.
One familiar element remains: the “Happy Delivered” tagline still appears underneath each name.
Takealot takes its Heritage Month campaign online
The campaign isn’t limited to the boxes arriving at customers’ doors.
Takealot has also created language-specific digital content, including a South African Sign Language version.
South African Sign Language became the country’s 12th official language in 2023.
“A logo is one of the most valuable things a company owns,” said Takealot CMO Karla Levick.
For Takealot, temporarily changing its name represents a departure from the consistent branding companies typically protect closely.
The Takealot box is more than packaging
For an ecommerce company, the delivery box is one of the few physical points of contact between the business and its customers.
Packaging also gives online retailers marketing space beyond their websites and apps.
A recognisable box appears in homes, offices, apartment buildings and delivery vehicles after an online order has been placed.
Takealot’s blue packaging remains recognisable even when the name printed across it changes, retaining a visual element customers already associate with the company.
Takealot said the campaign was created to celebrate the languages that form part of South Africa’s cultural identity.
Campaign follows Takealot’s first full year of profitability
The Heritage Month campaign comes months after Takealot Group reported its first full year of profitability in its 15-year history.
Revenue increased 18% to R16.42 billion, while gross merchandise value reached R32.85 billion.
Adjusted EBITDA increased 86% to R1.28 billion.
The temporary packaging change arrives as ecommerce companies compete on price, delivery speed, product range and customer recognition.
For September, however, South Africans opening their familiar blue delivery box might need to look twice at the name printed across the front.
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