Playful Private Brand From Zara

static.squarespace.comSpanish 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.

ZARA_PLAY_01The 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.



Previous articleGlobal Perceptions Of Private Brands Improve
Next articleHere’s To You! The Emergence of Private Brand Spirits
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.