ZALO
A hospitality brand that invites you to step into Cretan living.
The itch
Matala is a historic area of the Greek island of Crete, a place that carries a rare, magnetic energy. When Michael Tsagkarakis envisioned a new collection of residences in this corner of the land, he sought to create a hospitality brand that could grow into a wide collection without ever losing its profound connection to its roots.
The scratch
Roleplay Design Studio brought us into the project to work on the strategy, naming, and brand storytelling. We began our research by immersing ourselves in Matala’s maps, music, and stories and soon realized that what the world now calls "slow living" and “quiet luxury” is actually a philosophy Cretans have mastered for generations. This insight became the inspiration for everything that followed.
We captured this essence in the umbrella name Zalo, the local word for “step”—a term deeply connected with movement and dance. This name inspired the tagline “Step into Cretan living,” an invitation for guests to experience the authentic beauty of the island. Inspired by the features of each property, we developed a naming system made of local words that would permit the brand to expand: Chora (land), Aoria (without borders), Sima (close), Nous (mind), Adama (together), Noema (meaning), Pera, and Alargo (faraway).
We even composed an English-language “mantinada”, translating the island’s poetic tradition into a modern, international voice that perfectly complements Roleplay’s evocative visual identity.
The relief
A narrative-driven brand born from the timeless spirit of Crete. Positioned as a haven, Zalo invites guests to slow down and experience the island authentically, not just as visitors, but as locals.
TEAM
Creative Direction, Brand Identity, Design, Website Development: Role—Play
Strategy, Naming, Brand Narrative, Website Copywriting: Stav Papadaki & Marialena Gousiou