Estyl

Getting dressed isn’t about clothes — it’s about confidence.

Through research and interviews, we uncovered a key insight: people have hard times choosing an outfit, spending tons of time trying to find the best combo and afterwards still seek validation of their outfit choice through their close ones. Esty's AI assistant could take on that role. When we combined our research findings into a composite character, we came up with a person named Alice. That became the starting point for the entire brand and design concept.

Estyl is positioned as a Magic Mirror helping users finding their best reflection — a companion that helps people see themselves in their best light.

Estyl’s tone of voice is effortlessly cool — empathetic, witty, and relatable, never harsh or pretentious. We speak like a trusted fashion buddy who makes style feel easy and fun. The voice blends empathy with empowerment, offering support and confidence without judgment; wit with a dash of elegance, keeping things playful yet refined; and a curated but relatable perspective that inspires self-discovery over perfection. 

One of our challenges was to figure out how to reshape an abstract blob, which usually symbolizes AI, into something more trustworthy and emotional. That’s how we developed a logo that also serves as the brand’s mascot. Like the White Rabbit from Carroll’s Alice in Wonderland, our rabbit acts as a guide for our “Alices,” leading them into the wonderland of our app. Emerging from the mirror, it draws customers into the world of Estyl’s Mirrorland.

To make layouts more eye-catching, we created various «Mirrorland» creatures. These characters know how to express their unique sense of fashion and embody people who exude confidence in their appearance, no matter the situation. They may be a bit quirky, but they are also attractive and uniquely beautiful, showcasing their individuality.

Estyl. Like magic.