LowiCopied

Lowi is Vodafone Spain's second brand, designed, as Bandaancha put it, to attract customers who want to pay less for a service very similar to the main brand's. It launched as a mobile virtual operator in December 2014 and has been Vodafone's main engine for winning new users. By its tenth anniversary, Periódico Publicidad reported, it had more than a million customers.

The reveal was teased. From 17 March 2025 Lowi's social media posted references to a red dot that was everywhere, and on 1 April a short video showed one of illustrator Juanjo Sáez's animated characters, long part of the brand, saying goodbye as a circle shrank into the dot of the i in a new logo. Bandaancha reported that the new image debuted with a redesigned website and that Prime joined Netflix and Disney+ as streaming add-ons.

Periódico Publicidad described a comprehensive redesign. Lowi transformed its iconic visual identity into one that remains distinctive but projects a more expert image, built on a new identity asset: the dot on the i of Lowi, described as iconic, flexible and unique, reinforcing the brand's personality without losing its closeness and freshness. The sound identity keeps its Louie Louie, in a more sophisticated arrangement. A 30 second launch spot starring actor Ernesto Sevilla, created by the agency Sra. Rushmore, carried the new claim, Ese punto de más, framing Lowi as giving more than you expect at the best price. Patricia Fresneda, brand director at Vodafone Spain, called it a big step reflecting a continued commitment to customers.

Bandaancha raised the more interesting question. Zegona uses the Vodafone name in Spain under a temporary licence that runs for ten years, and the site speculated that a stronger Lowi could eventually lead the business.

Turning a dot into the whole brand is a tidy idea and it suits a price brand that sells extras. But projecting a more expert image is a strange goal for a challenger whose charm was its looseness and its illustrations. The risk is a Lowi that looks more like a mainstream operator, just as it might need to become one.