ZEALS Co., Ltd.

STORY

As ZEALS rapidly grew as a service offering purchasing experiences powered by chatbots, it faced a branding challenge: it was increasingly perceived as a “technology-driven company,” while the true essence and emotional value of the service remained under-communicated.

With global expansion and a future IPO on the horizon, the need emerged to clearly articulate the brand’s identity and purpose—both internally and externally—with consistency and conviction. Rather than being seen simply as a company that “sells through chat,” ZEALS aspired to redefine itself as a brand that “moves hearts through dialogue.” This vision became the driving force behind the rebranding initiative.

APPROACH

Centering on the tagline “Conversations change commerce,” the brand shifted its narrative from “chat = efficiency” to “chat = emotional connection.” This marked a strategic transition from product-centric communication to an experience-driven approach, repositioning ZEALS as a brand that envisions and enables the future of digital engagement.

The visual identity and tone of voice were also refined to reflect the sophistication of a global startup, creating a cohesive and compelling brand capable of resonating across markets and cultures.