Zara baby boy and baby girl are fragrances for children between 1–3 years of age. We were asked to create simple and attractive packaging that clearly spoke with a children’s visual language but that also fitted in with a new vintage look. To achieve this we looked for a concept and came up with the well-known and classic building blocks game, which introduces infants to the reading of letters and numbers in a playful way but that also has a vintage significance. We used the panels of the cube packaging to spell out ‘PLAY’ when lined up together in uncomplicated but lively typography to work in any Zara store across the world. 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 disorganised and arranged casually and playfully.