Latvijas Pasts has refreshed its brand to stay competitive in a rapidly evolving market, particularly in e-commerce. The previous identity, created in 2004, no longer reflected the company’s ambitions. A new strategy—focused on improved service, digital tools, and a customer-centric approach—led to a rebranding collaboration with Magic agency and KID Design.

The new brand centers on the idea of “Opening doors to the seemingly impossible,” highlighting values like humanity, boldness, and openness. The updated name “Pasts” reflects how customers already refer to the company, while positioning it more clearly in the global logistics space.

Visually, the brand keeps its recognizable postal blue but replaces yellow with a vibrant pink, symbolizing innovation and friendliness. A new bird symbol, lively illustrations, and redesigned service elements aim to present Pasts as a modern, accessible, and ambitious logistics partner.