Zara Athleticz, Zara’s menswear sports line, set out to launch its first body care collection: an essential range designed to accompany daily activity and adapt to an “on the go” lifestyle. The challenge was to translate the brand’s visual codes into packaging, maintaining strict coherence with its typographic and chromatic identity.
The proposal is built around a clear system. Black identifies everyday products; white is reserved for those intended for outdoor use with sun protection. This chromatic duality organizes the range and enables immediate recognition.
The brand’s iconic “slash” becomes the key graphic element. Enlarged as a background device, it introduces dynamism and structure to the whole. Information is arranged vertically and organized with fine lines, evoking a technical, high-performance universe in tune with Athleticz garments.
The contrast between matte and gloss finishes, together with the use of screen-printed inks, reinforces the sense of precision and quality.
