ZigZag
The worlds leading returns solution provider
The Brief
ZigZag Global needed a brand refresh that showcased its market leadership, innovation, and trustworthiness. The goal was to create a communication system that balanced authority with approachability, positioning ZigZag as both a pioneer and trusted partner for retailers. The refreshed brand had to resonate with customers, clearly communicating ZigZag’s pedigree whilst ensuring adaptability for future growth across various touchpoints.
A collaboration with DF Studio.
Responsibilities:
Brand Identity
– Strategic Development
– Conceptual Development
– Brand Collateral
– Guidelines
– Headline Copywriting
Digital
UX
Team:
Kishen Parmer
Project Director
Will Pyne
Strategy & Positioning
Alex Tuppen
Brand Design & Collateral
Laura Swidzinska
Project Manager
Logo Before
Logo After
Exploration
Workshops and in-depth research uncovered insights into messaging, brand perception, and differentiation, helping refine ZigZag’s positioning to highlight its leadership and innovation. This phase also focused on brand voice, tone, and customer perceptions, shaping a messaging framework that balanced authority with relatability. It revealed an opportunity to inject more personality into the brand, ensuring it stood out while staying grounded in its core values of trust, expertise, and sustainability.
Workshops and brand audits
Development
The creative direction focused on positioning ZigZag as the undisputed leader in returns management.
Design development resulted in a mark with returning arrows forming the letter ‘Z’, symbolising the company’s core service offering and a bold, colour palette and typography reinforced the brand’s modern, forward-thinking approach. The messaging was refined to emphasise ZigZag’s authority in the industry – their sustainability and innovation. This ensured consistency across all touchpoints while highlighting their customer-centric ethos.
Logo Scamps
Logo Development
Application
The new brand was applied across multiple channels:
- Digital assets
- UX design
- Print materials
- Event branding
- Social media
- Outdoor advertising
- Branded apparel
The Return:
The World’s Global Returns Leader
Since the rebrand, ZigZag has strengthened its position as the leading global returns provider, gaining greater industry recognition and customer trust. The refreshed identity has elevated brand awareness and influence, while the updated messaging and design system have increased engagement, reinforcing ZigZag’s reputation as the go-to returns platform for retailers worldwide.
“The goal was to create a bold, future-proof identity that cemented ZigZag’s leadership while enhancing trust, innovation, and market differentiation.”
“The result was a distinctive brand that increased recognition, strengthened customer trust, and positioned ZigZag as the go-to global returns partner.”
