ZZER
make buying used, feel like shopping new.
- founder workshop
- moodboard
- brand voice
| LOGO design by A Black Cover Design (ABCD)
challenge
ZZER is a second-hand consignment platform that has achieved unparalleled standardization of service in the second-hand luxury market. With over 12 million users, ZZER's powerful AI listing process and identification system has continued to gain attention and support from venture capital firms year after year. As the founders grow from platform to brand, they hope that the user experience is not just transactional, but that they are also able to feel the passionate enthusiasm of the customer support team. In conjunction with ZZER's comprehensive visual rebrand, we took a look at the core of this six-year-old company to find the life within.
result
Behind the scenes of the large ZZER platform, we find a small and unassuming team. They treat each customer's individual needs very seriously but never choose to publicize these acts of service, considering them as good deeds. Through our Founder Workshop, warmth and humanity are magnified in the process of redefining ZZER's brand image.
brand positioning
As a service-oriented platform, the success of ZZER relies on a group of sellers and buyers who love the platform. By infusing emotional elements into the transaction process of second-hand luxury goods, we hope to increase the brand's resonance with its users. ZZER wanted to tell their users that the process of selling was a reflection of their own personal growth and style journey. To truly be yourself, letting go is the first step that one needs to take.
brand archetype
ZZER's core archetype is the "Lover". ZZER is people-oriented, emphasizes one-on-one communication with its users, and gently accompanies users through their lives. ZZER is the close friend that brings out your better self.
ZZER's highlight archtype is the "Hero". The new generation of women wants to become a better version of themselves, not for the sake of others. Similarly, the rebranding process is a competition with the brand itself, continuing to find ways to optimize the user experience.
sizzle
We identified the following phrases as key values for the brand: trust and experience, warmth and light, contentment and satisfaction, authenticity and sincerity, people-oriented experience. Trust & Experience is not only the summation of the experience of interacting with users, but also the driving force of the brand's continuous self-optimization process, and thus is highlighted as ZZER's sizzle.
| The dan and sean Handbook for ZZER: Moodboard
the moodboard
“The Moodboard” is a collection of key results from the Founder Workshop, encompassing the five senses to help the brand develop its unique communication style. The keywords we found for ZZER included descriptors such as: warm luscious green, organic ripples, perfectly ripe, and a candle's dark scent.
brand voice
Through the Founder Workshop, we were able to create a cohesive communication strategy that consolidated the brand's positioning and archetype. The brand voice is understanding and empathetic, sincere but not overly sentimental, and highly knowledgeable about leading luxury brands, which will help set guidelines for future copywriting needs.
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