Online gift and experience retailer, RedBalloon has launched today a new digital platform and brand refresh.

The new digital platform enables RedBalloon to create a customer experience that is intuitive, encourages exploration, is rich in product discovery and inspiration, and brings to life recommendations and stories from customers, suppliers and reviewers.

The new brand and logo, including the ‘Infinity Balloon’, was designed by Christopher Doyle & Co. According to Mr Doyle, the new logo wraps up the RedBalloon name and history, along with the idea of providing experiences that stay with customers for a lifetime.

RedBalloon CEO, Nick Baker, said the company understands that online shopping is a lot like dating.

“You don’t propose on the first date, just as we don’t expect customers to necessarily make a purchase on their first visit,” said Mr Baker.

“We want a site that ignites a relationship from the very beginning. The brand journey should be exceptional from the time a customer lands at redballoon.com.au all the way through to purchasing, gifting or enjoying an unforgettable experience.”

Mr Baker says the new logo and brand positioning is a timely modernisation for the brand, which he took over in March, and will open it up to a range of new audiences and growth opportunities in both the consumer and corporate markets.

“We know customers are consuming content at a rate never before seen, so our new site also needed to embrace this thirst for entertaining, engaging and shareable content, both product related and editorial in nature.”

Founding director of RedBalloon, Naomi Simson, said the changes are an important step in the RedBalloon journey and the signal of more exciting times ahead for the brand.

“I’m delighted RedBalloon is embarking on this new chapter, excited by Nick and his team’s vision for the business and the traction he’s already achieved since becoming CEO in March,” Ms Simson said.