Online shoe retailer Zappos has unveiled a new brand identity. The Zappos family of companies has grown for 25 years by prioritizing its customer-first philosophy, and now it's refocusing on shoes.
This transformation was achieved in collaboration with global brand consulting firm Wolff Olins. Together, they redefined the brand strategy, visual identity, and voice, and established "Win the day" as the core message. The concept is to accumulate small victories each day.
The visual system prioritizes a combination of precision and humanity. Zappos adopted a custom slab serif typeface that is bold yet warm. A vibrant yellow, emphasizing optimism, was also a key element. The brand aims to reconnect with its roots through custom typography and the signature Z slash.
The launch also emphasized the hands-on experience. Zappos expanded its offline presence by combining running club operations with pop-up events, including programs tied to the New York City Marathon. A real-world example is the pop-up event held in New York. The official Zappos account announced a five-day pop-up in New York City, featuring a shakeout run, race kit customization, and a recovery program.
Zappos is crafting a narrative that refocuses on its core category of shoes while maintaining its image as a customer experience brand, a strength of its past. "Win the day" is the slogan that captures this shift in everyday language, and the design reinforces the brand's memorable point with yellow and a Z-slash. 
