Young fashion brand Lipsy is poised for a major overhaul in August, in an attempt to grow up with its customers. The label is introducing a more mature logo and relaunching its transactional website, to be designed by digital agency Imano. The new branding swaps Lipsy's recognisable bright red lips logo for a softer version. It also plans to grow online sales by 125% a year in the next three years. Managing director Jeremy Stakol said online performance was exceeding expectations, adding that the brand was investing in a new online platform. Lipsy, which has 369 UK and European wholesale accounts and sells in Topshop, Selfridges and House of Fraser, will launch a capsule denim range at Pure, which takes place at Olympia in London on August 5-7.