Spanish fast-fashion retailer Zara has introduced two new Private Brand fragrances Zara Baby Boy and Girl. The concept designed by Spanish agency Lavernia Cienfuegos was to create a simple and attractive packaging that spoke to a child’s visual language but also had a classic and vintage feel to it. Creating children’s toy blocks with the packaging made perfect sense, as reading letters and numbers is both playful but also a classic learning toy for children. The design combines kraft paper with soft baby blue and pink colors with bold letters.
The panels of the cube packaging spell out ‘PLAY’ when lined up together in uncomplicated but lively typography. Another requirement of the brief was to take into account a practical solution to displaying the product at the point of sale, something that doesn’t require over-commitment by the store staff to set-up. By the very nature of the game, the building blocks allow for a perfect solution to this as they can be disorganized and arranged casually and playfully.