Rowbuy
A reverse cross-border shopping brand helping young shoppers in the West buy from China — collectibles, anime goods, electronics. The brand system is done: palette and type specs, mascot Captain Robi, an original theme song and three promo videos. Next up: the Discord community and a micro-KOL network.
A name that rows two ways
Rowbuy = row + buy. The logo is a figure rowing a little boat with shopping-cart wheels — rowing China’s good stuff across the ocean to your door. The wordmark is Inter Bold “rowbuy.” with the period in brand amber.
The mascot: Captain Robi
A flat-cartoon sailor boy in an anchor-stamped cap, paddling an orange shopping-cart boat. He is also the brand’s social persona — talking to English-speaking audiences like a casual finds creator, not a corporation.
Content assets
- An original theme song, “Row Row Row Your Buy” — a remix of the nursery rhyme
- Three finished videos: a 15s vertical TikTok cut, a 75s narrated tutorial, and a 30s theme-song lyric video
- Brand specs: a 9-color palette + Inter type scale (see swatches below)
Strategy: community over coupons
Competitors race on signup bonuses; Rowbuy differentiates on community and creators: build the Discord home base first, then sign micro-KOLs (1K–10K followers) across China Finds, anime, fashion and collectibles, then scale a TikTok matrix.
Brand palette
#FDAB28 Primary · CTA / logo #FD9E2B Hover state #1A1A1A Footer / dark bg #333333 Body text #999999 Secondary text #CCCCCC Dividers / borders #E6E8EB Light bg #F0F0F0 Page bg #FFFFFF Cards / clean areas 