Zeproc Brand Design
Revolutionizing B2B Procurement Through Strategic Branding
This case study explores the brand identity created for Zeproc, a B2B e-commerce platform. As Product Design Manager, I led a 5-week project to develop a brand that communicated Zeproc's values and differentiated them in the competitive B2B market.
VB
by Vinayak Bongarge
The Challenge
Zeproc, an innovative platform aiming to empower Small and Medium Enterprises (SMEs) by revolutionizing the bulk buying process in Europe, needed a strong and consistent brand identity to reflect its values and achieve its ambitious goals.
The company was in its pre-revenue stage and seeking angel investors. They required a brand that would clearly communicate what they do, differentiate them in the competitive B2B e-commerce market, and resonate with their target audience and stakeholders.
Current Brand Position
The existing website had several issues including information architecture problems, visual design inconsistencies, and interaction design flaws. There were contrast ratio issues between the orange and brand blue colors, and the overall brand perception needed refinement to position Zeproc not as the cheapest marketplace, but as a reliable, supportive, and user-friendly platform.
Brand Clarity
Create a brand that clearly communicates Zeproc's purpose and values
Target Audience
Appeal to SMEs in traditional industries like oil & gas, construction, and healthcare
Investor Appeal
Develop a professional image to attract angel investors
Visual Consistency
Address existing design issues and establish cohesive visual elements
Week 1 : Discovery and Research
We began with a comprehensive discovery phase to understand Zeproc's vision, market position, and opportunities. This crucial foundation informed all subsequent brand strategy and design decisions.
Competitive Study
Analyzed brand identities of competitors like Dropp, Wurth, WESC, RS, and Sonepar to identify potential areas for differentiation.
Google Docs
ZepROC competative analysis
Week 3 : Visual Identity Development
With the brand strategy established, we moved to creating visual elements that would embody Zeproc's personality and values. The design process focused on developing a professional, trustworthy, and modern aesthetic that would appeal to SMEs in traditional industries.
Logo Mark
Combined a forklift tine and a box at a 75-degree angle, symbolizing dynamism, energy, and prompt delivery while representing the brand's identity in the procurement space.
Logotype
Designed a lowercase "zeproc" logotype to complement the logo mark, enhancing visual impact while ensuring clarity and readability across applications.
Color Palette
Selected Zeproc Blue (#1A37A6) for trust and reliability, and Zeproc Yellow (#FFCD0F) for vibrancy and visual interest, with secondary colors for specific functions.
Typography
Chose Saira (Primary) and Inter (Secondary) for branding and marketing, with Tahoma and Arial for internal documentation.
Week 4 : Final Brand Guidelines
The culmination of our work was a comprehensive Brand Guidelines document that provides Zeproc with the tools to maintain a consistent and impactful brand presence. These guidelines ensure that all future communications align with the established brand strategy and visual identity.
PDF file
Zeproc Brand Guidelines.pdf
Logo Usage
Detailed instructions on logo variations, placement, minimum size, clear space, and prohibited uses to maintain brand integrity across all applications.
Color System
Rules and recommendations for using the primary, secondary, and tint/shade colors, including color proportions and examples of correct and incorrect usage.
Typography
Specifications for external typefaces (Saira, Inter) and internal typefaces (Tahoma, Arial), with usage rules and type scales for consistent communication.
The guidelines also included application examples showing how the brand identity should be implemented across various touchpoints, from the website and mobile app to business cards and marketing materials.
Impact and Learnings
While immediate quantifiable business metrics weren't available at project completion, the comprehensive brand guidelines provided Zeproc with a crucial foundation for consistent and impactful communication in the competitive B2B landscape.
Strategic Foundation
The defined brand strategy ensures all future messaging and design align with Zeproc's core purpose and target audience needs, supporting their goal of becoming Europe's largest B2B marketplace by 2030.
Consistent Implementation
Detailed guidelines empower internal teams and external partners to apply the brand consistently across all touchpoints, building recognition and reinforcing trust with both customers and investors.
Future Evolution
Moving forward, continuously monitoring how the brand is perceived by the target audience and making iterative adjustments based on feedback will ensure the brand remains relevant and effective as Zeproc grows.
This project reinforced the critical importance of thorough discovery and stakeholder engagement. Understanding the nuances of the founders' vision was paramount in shaping a brand strategy that truly resonated with Zeproc's DNA while balancing professionalism and trustworthiness with innovation and ease of use.