Writing at Zalando

The way we write shows people who we are as a brand.

We use a consistent, recognisable voice to connect to our audiences – whoever they are and wherever we meet them.

• Group-wide – for every proposition, market, channel and audience.

• For every kind of writing – including UI, packaging, video – in fact, anywhere we use words.

• Also known as: ‘verbal identity’, ‘tone of voice’, or ‘voice and tone’ (but we call ours ‘brand voice’).

1: We use British English 


As a European-founded, Berlin-based company, our default language is British English. Our writing starts in British English for translation into other languages for our 25 European markets. Find out more in the Writing style manual. 


2: We speak person-to-person

Our audiences are wide-ranging – and our voice is accessible and inclusive. We offer simplicity and clarity while showing our personality. That way, people always know when they’re speaking to Zalando. Learn how we write in the Our voice section. 


3: This is a living, evolving guide


Language changes all the time – and so does the way we use it. If you have questions, additions or spot something missing, let us know. Tell us at writing@zalando.de.

To make our writing proudly, recognisably Zalando, we have different writing support guides.

• To get to grips with our voice, go to Our voice and Voice examples.

• For day-to-day essentials, you’ll need the Writing style manual and Glossary.

• To make sure our writing works for everyone, check the pages for Inclusive writing, Writing with AI, and Localisation.

• The German version of the Inclusive writing guide and German Writing style manual – and the Glossary and Voice examples.

If you have questions, changes or content to add – give your feedback here (Zalando internal document) or contact writing@zalando.de.