Meli+
A distinct identity, powered by yellow DNA
Client
Mercado Libre
Loyalty & Entertainment
Year
2026
Country
Latam
Sector
Ecommerce
/ Programas de fidelización
Meli+ is Mercado Libre’s premium subscription program. A platform that brings together the full power of the yellow ecosystem in one place, enhancing the user experience. Free shipping, discounted access to leading streaming platforms, exclusive coupons, and the full potential of Mercado Pago.
With a presence across the entire region and a value proposition that keeps expanding, Meli+ has a clear goal: to become the leading and most valued benefits program in Latin America.
Rebranding
Visual Identity
Brand Applications
Assets
When the product grows, the brand has to catch up
Meli+ needed a visual leap as significant as the one it had already made as a product. The Mercado Libre Entertainment team came to VEO Branding Company with a precise mission: rethink its identity from the ground up — logo, color palette, and entire visual system — to stand out strongly in an increasingly competitive regional market, while preserving the recognition it had already built and respecting Mercado Libre’s brand architecture. A delicate equation: gaining autonomy without losing belonging.
Magenta as a strategic decision
We designed an identity with the strength needed for Meli+’s personality to take control and become instantly recognizable. Magenta became the code that gives the brand the autonomy to shine on its own.
We amplified it with an infinite image library, where artificial intelligence worked under our creative curation to achieve the level of authenticity and scale that the future demands today. Assisted production. Human judgment.
We translated every program benefit into direct communication, removing the noise and making everything Meli+ needed to say finally visible.
