ZILO
- Brand Experience
- Product Design & Experience
- Visual & Verbal Identity
- Packaging Collaterals
Zilo is a $15.3M seed-funded, quick commerce fashion brand built by the ex-VPs of the fashion giant, Myntra.
While being quick commerce, Zilo is a curated styling platform, a mobile app offers a refined selection of ~200 premium brands. Their promise is to simplify and make fashion an experience, that helps users be in control of their style.
The challenge
The online fashion landscape is saturated. Zilo needed to stand out. Their vision was ambitious, but finding product-market fit (PMF) required careful navigation. PMF also aligns very closely with brand market fit, the ability of the brand to resonate with the consumers.
While the founders knew business and product impeccably, they needed brand and product experience expertise.
Core features were defined, but the product experience was uncharted territory. Convincing users that Zilo was "not just another shopping app" was crucial. A key challenge was also building consumer trust in AI-led fashion design that still felt authentic.
Problems to solve
- Help the founders build clarity while navigating the challenges that come with the speed of a startup.
- Design an e-commerce platform that offers a refined selection of brands without overwhelming users.
- Introduce unique features like AI-driven styling and at-home trials while feeling human, like a personal stylist.
- Build a brand experience that resonates, builds aspiration while consistently communicating the millennial way.
Our approach
Knowing the nuances of a startup, we started with understanding the vision of the founders. Our first goal was to build complete internal clarity and alignment. We set out to determine what Zilo was, but more importantly, what it wasn’t. We interviewed every stakeholder and researched brands - marketplaces to individual brands, national and international.
We used our custom digital CX model to map every data point, to understand how user sentiments worked from awareness to intent, even post-purchasing behaviour.
The output of the CX model was insights that were truly authentic to Zilo. It gave us detailed user signals, created a repository of insights we can use in the future. This could be used to build a roadmap for the upcoming year.
It then helped the founders, brand and product experience team to know how Zilo differentiates, and use that across our work.
Discovery
- Clarity building & internal alignment
- Stakeholder interviews
- Market research (competitor analysis across global fashion apps)
- User behaviour insights (e.g., wishlist vs. cart usage)
Strategy
- Brand experience
- Brand purpose & vision definition
- CX Modelling
- Positioning statement development
- Go-to-market strategy
Design
- Logo design & visual identity system
- Color & typography systems
- Mobile app UX/UI design
- Packaging & brand collateral design
- Product experience design
What outsiders thought -
Operating in a crowded online fashion space, they struggled to define a unique presence with no distinct differentiation in the quick e-commerce space.
How we changed the story -
Brand and purpose that stands out, an app experience that matches global standards, that facilitates product decision-making with precision and ease.
User goals and features
Millenials:
Busy, working professionals, last-minute shoppers, style-conscious, who are short on time but appreciate quality and personalised experiences.
Gen Z:
Highly digitally native, driven by visual trends and social influence. They seek unique self-expression and value brands that align with their personal values, demanding authenticity and innovative discovery.
Brand Experience
Zilo's brand identity is built on the core concept of "The style that adapts to You." This is embodied through a blend of two archetypes: The Sage (wisdom & understanding) and The Magician (transformation & fluidity). Zilo isn't just a styling tool; it's an intuitive guide that transforms the way you experience fashion by deeply understanding your unique preferences and evolving style.
Positioning Statement:
"Your style, effortlessly understood. Zilo bridges the gap between your vision and reality, curating a wardrobe that evolves with you. No compromises. Just the perfect fit."
A Symbol of Insightful Care
The Zilo logo and visual identity boldly move away from typical e-commerce looks. The final logo features a tilted 'i', which quietly shows Zilo's focus on putting each person at the centre of every choice. This subtle tilt represents being unique and standing out.
The Zilo Slash (/) is a key part of the brand. It stands for curated variety, cutting through clutter. It acts as a visual sign for making smart choices without feeling overwhelmed.
Design System
A unified design system was created to help businesses and tech teams scale with longevity in mind. Zilo's Deep Aubergine and Lime Green create a unique, fresh, and sophisticated look that sets it apart in e-commerce. Neue Haas Grotesk Display was chosen as the main typeface for its modern elegance and clarity on digital screens, maintaining a premium feel. The brand's voice is calm and confident, speaking with clarity and purpose to guide users through the world of fashion.
Digital experience that is curated
The Zilo mobile app is designed to transform the complexity of fashion choices into simplicity. With a human-centred approach, the UI allows users to quickly recognize key style insights and effortlessly navigate curated collections.
From the intuitive "Ask Zilo" feature to the visually appealing "Trends" and "Looks" pages, every interaction is crafted to empower users and simplify their fashion journey.
App banners
The banners were designed to capture attention and direct it toward key promotions. They integrated Zilo's unique visual elements, ensuring brand consistency while effectively guiding users to curated offers and exclusive selections.
Beyond the Screen: Packaging and Collaterals
The Zilo experience needed to go beyond the app. We carried its feeling of insightful care and effortless style through every customer touchpoint.
This meant designing custom mailer boxes and thank you cards to ensure a premium unwrapping experience. For campaigns, hoardings, posters, and social media visuals, integrated the unique Zilo Slash and adaptive colors. Every physical piece reinforced Zilo's identity, so it gets integrated into the mindset.