As a coherent but rather undifferentiated webshop, Zalando had a need of elevating its user experience by adding an emotional layer to its streamlined product design. I took a challenge to make the fashion store the digital representation of the brand by adding a strong character to the design system. With inward and outward reaching research, I developed a framework that lead to defining a metaphor for the Zalando platform and allowed for its scalable application. Following a customer-centric approach, I led multidisciplinary teams to create a concept the organisation can identify with and implement in their respective fields. Making the brand purpose live with confidence, giving potential for stronger differentiation on the market.