Zara Beauty
Award: Graphite Pencil
Graphite Pencil / Packaging Design / Consumer / 2022
Mixing affordable luxury with utilitarian detail, Zara’s refillable beauty line was created to stand apart from other brands. Deconstructing the ‘Z’ of the Zara logo revealed a signature slant that was used throughout all the packaging. Palettes were designed with a versatile, removable tray system, the lipstick case accommodated three products, and the stiletto case could be used for lip or eye products. The ambitious beauty launch combined luxury, affordability, and responsibility, resulting in a uniquely interactive experience for the user.
What did the judges have to say?
"A simple, elegant and brilliant idea, executed with excellence and consistency across the entire product range. Using the angle of the ‘Z’ in Zara, this idea set the design system for the entire beauty packaging range. Shows how a good idea, combined with expertise in restraint with colour and form, can create extremely impactful packaging design. Minimal yet powerful, this elevates the product perception as more premium and desirable; products to keep out in the bathroom rather than put away. Instantly recognisable through the use of a simple gesture of form. Iconic!"
Susanna Barrett, Creative Director & Co-Founder, The Studio
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.