Zara Launches Mens Fragrance

zara_tres_basicas_01Inspired by the 90s, where videotape cassettes were all the rage, this line of private brand men’s perfume from fast fashion retailer Zara should be on everybody’s Christmas list. Designed by Lavernia & Cienfuegos, the new design is minimal and versatile to accommodate not only existing fragrances but new editions of the line as well.

zara_tres_ciudades_02“Regarding the box model, we chose a videotape case model adapted to the bottle size. This kind of packaging allowed us to play with an external cover and an inner box. Regarding graphic design, we decided to use a classic typo outside, Helvetica, simple composition and sophisticated finishings: blind emboss, bas-relief, and gloss varnish on the lettering in contrast with the matte cardboard.”

zara_silver_botellaThe first fragrances with the new design were the classical ones: Silver, Uomo and Blue Spirit. Warm grey on the outside, and the matching color of each fragrance in the inner box. This color is visible on the opening side, same as videotape cases, and on the thumb notch. zara-4

The new pattern was applied to the Cities line (Cities where ZARA is present), as this pack solution is very suitable for it. The outer box is white and the city image fills all the inner box, and it is seen progressively as the inner box is removed from the case, in the same way as visitors discover little by little the city they travel to.

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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.