Brand Strategy
/
Visual identity
/
creative direction
/
product thinking
Year
2025
Industry
fashion quick-commerce
My role
Led visual identity and brand strategy, and creatively directed UI and motion design to ensure a cohesive brand experience.
credits
Brand, product, and motion teams at Pineapple Design.
With 60 minute delivery, try-before-you-buy, and a curated catalog, Zilo is designed to behave like a stylist, not a search bar.
the Challenge
Indian fashion e-commerce demands too much effort from the user. Choice is excessive, confidence is low, and speed and fit remain constant friction points. Zilo needed a brand and product experience that replaced search and scroll with clarity, guidance, and trust. Design had to align UI, UX, and brand into a single system that felt fast, curated, and premium from day one.
The Approach
The discovery phase made one thing clear: urban millennials were not overwhelmed by choice, they were tired of unfiltered choice. Through workshops and focus group interviews, we learned that people wanted shopping to feel personal and intuitive, closer to how a trusted stylist or friend would recommend something. There was also clear hesitation around AI-led fashion advice. Intelligence needed to stay in the background, not take control.
The Core concept
The identity is built around the idea of choice without chaos. Zilo curates across brands, but always through a stylist’s eye, ensuring every option still feels personal.
The slash became the visual expression of this idea. It represents clean cuts through excess, effortless paths through style, and guided variety without overwhelm. Used across the identity and product, it reinforces Zilo’s role as a filter rather than a marketplace.
The result is a system that feels fast, intuitive, and considered, positioning Zilo as a calm layer between the user and an otherwise noisy fashion ecosystem.
We introduced a Chameleon Color System, an adaptive palette that responds to partner brand imagery while keeping Zilo visually consistent.
