Life announced a rebranding
December 3, 2025
From a mobile operator to a digital one - Life has announced a rebranding. The changes are the result of brand transformation: network and IT infrastructure improvements, expansion of the retail network, evolution in product solutions, and, as a result, the integration of services into a single ecosystem. The operator has introduced a new identity with the slogan "So easy".
"El" instead of a smiley
The smiley is a thing of the past, and its place has been taken by a symbol in the shape of the letter L - the brand's uppercase letter. The dynamic, soaring symbol combines technology and emotions. It can be seen as a boomerang - a signal that is sent and returns, a butterfly - a symbol of lightness - and even a heart, reflecting the brand's empathy and humanity. The operator's name has changed from life:) to Life.
- The new slogan "So easy" reflects the main idea and mission of Life, - comments Erdal Yayla, the operator's CEO. - By integrating products and services into a single environment, we are making the digital experience simple and easy: so that it is easy for our subscribers to choose, connect, pay, and stay connected. We apply the same principle to our products: they should be intuitive, convenient, and logical. Already, 90% of subscribers note the ease of using Life. We are here to make digital life an equally easy part of real life.
Life has retained all the best of the previous brand: openness and a drive for innovation, a focus on subscriber needs, transparency without hidden fees or negative balances, unlimited internet sharing, and favorable prices. Services and offerings maintain their convenience while considering the changes in the audience profile - now older and more mature.
The new color palette has become lighter and more adaptable for the digital environment. The basic blue is now lighter, and the accent yellow has been replaced by a fresh lime green. Dark blue has found its place mainly in retail stores, maintaining continuity with the brand's history.
Why rebranding
The past few years have been a period of large-scale work on network quality. Thanks to the work carried out on our own radio access network, involving over 2,000 base stations over the last two years, the quality of calls and data transmission across Belarus has improved. The changes have become particularly noticeable outside of major cities, in rural areas. The unified 4G network for all operators ensures equal coverage and stable high-speed connections for subscribers. Life provides its subscribers with access to all LTE sites, meaning the highest possible quality of 4th generation internet. 4G services are available across 94% of the country's territory.
These achievements are also confirmed by the drive test results from BelGIE. According to the quarterly communication quality indicators for 2025, Life ranked 1st in data transmission availability and 2nd in the integrated communication quality assessment in regional centers (Q2), as well as 1st in data upload speed (Q3).
Life was the first to introduce the digital experience of self-SIM connection to the Belarusian telecom market. This allows for SIM card activation at any time without visiting a service center. Currently, there are over 3,000 remote connection points, and the partner network continues to grow.
Enhancing the user experience, in 2024, the operator updated its official website, making it user-friendly and intuitive. The expansion of product categories, from televisions to scooters, has driven the development of an online shopping platform and the redesign of the online store. The growth of our own IT development center has enabled the launch of a line of digital solutions for businesses, including a chatbot, modular website development, and a web tool for debt management.
What has changed
Over its 17-year history, Life has evolved from a mobile operator to a digital operator that extends beyond telecommunications.
"My Life" is becoming a super app
"My Life" has received a major update and has become a next-level ecosystem application for the telecom market. The new Life ID login system acts as a unified identifier and allows authorization in all sections of the application, and will subsequently be scaled to other Life services and for logging into the platforms of key partners.
The application is now called Life. The naming emphasizes the transition from a self-service platform to a unified digital space that combines communication, finance, shopping, and entertainment within a single ecosystem – without switching to external services.
- Financial Management
In the near future, subscribers will see the release of a virtual card with cashback and gigaback for every ruble spent. Apple Pay, Samsung Pay, and other payment services are supported.
- Content at Your Fingertips
Games launch directly within the application. The "Content" section provides access to entertainment and educational services.
- All Purchases – Within the App
The marketplace is now integrated into the application: an expanded assortment, convenient filters and navigation, orders directly within the app – everything works within the superapp.
- Updated Telecom
The "Telecom" section now features a new home screen. Users can now quickly check their balance and manage connected services, view details, and remaining traffic.
The recommendation system personalizes offers, displaying promotions and products relevant to the specific user.
To celebrate the update, on December 3rd, Life subscribers can participate in a special game with real prizes – stylish shoppers delivered to their homes.
To do this, you need to shake the Ponyrog in the "Gifts-Ponygifts" game.
To take advantage of all the new features of the application, users need to update it to the latest version.
New Tariff Lineup
Life has introduced a new tariff line "All Easy" and has taken care of user security. All tariffs in the line include Kaspersky antivirus for smartphones, as well as unlimited minutes to all networks and free traffic distribution. In honor of the rebranding, there is a special promotion for new subscribers: tariffs at a price from 4.9 rubles per month until January 12, 2026.
Salon Updates
The project started in 2025. The design is based on a technological, understandable, and comfortable space where every detail is created for the visitor's convenience. Lighting plays an important role, and digital screens support digitalization. A light color palette with bright accents and soft furniture lines soften the strictness of the interior, while backlighting adds lightness.
The updated salons will become part of the brand's unified visual style. By the end of 2026, it is planned to update up to 100 communication salons.
The implementation of the new identity will be carried out in stages. Digital services – the application, website, and Market – are already operating in the updated style. Offline spaces will be changed gradually: salon redesign and sign replacement will be carried out according to the update schedule and as the current structures naturally wear out.
- The rebranding has become a natural step in the operator's development, a continuation of evolution, - notes Erdal Yayla. - The update reflects the company's transition to a new digital era, where Life continues to create a digital environment where technology and convenience are combined under the principle "So Easy."