Zara Play

Zara Baby Boy and Zara Baby Girl are fragrances designed for children aged between 1 and 3. We were asked to create simple, appealing packaging that spoke clearly in a child’s visual language while also fitting within a new vintage aesthetic.

To achieve this, we developed a concept inspired by the classic building blocks game—a familiar object that introduces children to letters and numbers through play, while also carrying a strong nostalgic and vintage connotation. The faces of the cube-shaped packaging are designed so that, when aligned, they spell out PLAY using uncomplicated yet lively typography, suitable for any Zara store worldwide.

Another key requirement of the brief was to provide a practical solution for point-of-sale display—one that would not require excessive involvement from store staff. By its very nature, the building blocks concept offers an ideal response: the cubes can be casually arranged or left deliberately disordered, creating a playful and spontaneous presentation at the point of sale.