Zara Playfully Compelling

Fast fashion retailer ZARA has introduced ZARA KIDS a fragrance for children between the ages of 3 and 14. Spanish agency Lavernia & Cienfuegos were asked to come up with two illustrations/characters that were fun and attractive, spoke to a child’s visual language and that also clearly differentiate boys from girls. They created a bunny and a robot with carefully selected color palettes to fulfill these requirements. In addition to this solution, the characters were given a playful spin (literally) instead of just being attractive protective casing that is thrown away once opened. By using cardboard tubes, to rotate the lid so that the eyes of each character changes with each turn. A nice little touch is that the positioning of the lids is not fixed to the base of the tube, which means that each reference lines up differently at the point of sale.