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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.