ZEERO

The owner of a local grain manufacturer in Hong Kong lamented the increasingly sly and disingenuous nature of modern society, described by the Chinese idiom zhi lu wei ma, which literally translates as pointing at a deer and calling it a horse. Thus, the Zilu brand was created in hopes of emphasizing the concept of caution to customers to help make society a better place.

The central image of the brand’s logo features a deer with features drawn to resemble sprouting seeds. Viewed from afar, the deer appears to have one eye open and one eye closed, echoing the brand’s founding mission.