Featured image for 5 Questions With Lavernia & Cienfuegos

5 Questions With Lavernia & Cienfuegos

by Elizabeth Freeman on 10/19/2016 | 6 Minute Read

Editorial photograph

Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Lavernia & Cienfuegos, a multidisciplinary design studio based in Valencia, Spain, about their work on Zara Men VHS.


Editorial photograph

1· Walk us through the design process that you went through for this project.

For this project we followed the usual working procedure: Our client's brief was the starting point, then we decided who would take part in the project from our team, and we began to generate ideas – ideas such as the use of the videotape case model which were essential when developing the initial concepts. To get to this conclusion, we double checked that the bottle measures could perfectly adapt to the box packaging and that everything was within budget. It was just after this that we realized everything was working as planned, so we decided to go ahead with the proposal.

We had been working with Zara for a while, and that facilitated the assignment analysis and the communication, always important to clarify concepts and sharing approaches and first ideas.

Editorial photographEditorial photographEditorial photographEditorial photograph

2· What was one of the biggest goals you set out to achieve with this packaging and how did you accomplish it? 

The project consisted in designing the packaging for two male fragrances ranges. One was "The Classics" fragrance range, and the other one was a fragrance line based on cities where Zara is present, "Cities Collection". Both lines are very well represented at the shops, and that is why the brief required a clean image, so the fragrances would match the rest of the fragrances portfolio. And they should share the same design line, although maintaining their own personality.

A key factor was the kind of pack we chose. We though we could use a case, like the ones used for video tapes. This kind of packaging, with an external case, and an inner box, was going to facilitate the unification of both lines.  We decided that the graphics for the outside of the package would be just text. Classical typography, Helvetica, and a block composition for the text. Neutral but powerful.  The lettering finishes: blind emboss, bas-relief and gloss varnish in contrast with matte cardboard, would provide the quality and elegance we were looking for. 

Editorial photograph

For "The Classics" collection, we chose a warm grey external case for the three fragrances, Silver, Uomo and Blue Spirit. Then, in order to differentiate them, each one would have their own inner box colour. The colour can be seen on one of the sides, the opening one, and on the thumb notch, same as with video tape cases. 

For the "Cities Collection" line, we had to use pictures from each of the cities, so we decided to take full advantage of the packaging we had chosen, VHS cases. The external case is white for this range, and the city image covers fully the inner box, and you can see this image progressively as the inner box is removed from the case, in the same way as visitors discover little by little the cities they travel to. 

Editorial photographEditorial photograph

3· What was the most challenging part of this project?

The most challenging part of the project probably was developing the pack solution concept with a unique and suitable graphic identity that allows the visuals enough homogeneity and flexibility to cater for any future fragrances adaptations – for instance, fragrances with different key targets (therefore with a different look and feel). The videotape case model design was neutral and versatile enough to accommodate not only existing fragrances, but also new editions to be incorporated into the brand’s portfolio. 

The best projects flow easily. You take decisions and you can see that they really match the initial approach, and they follow the right steps to get the desired results. That was the case for this project. It doesn't mean that there was not lots of work involved, it just means that we were not blocked at any moment. Sometimes in the middle of a project, you find yourself at a dead end, and you have to stop and start again from the very beginning. 

Editorial photographEditorial photographEditorial photographEditorial photograph

4· If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

I would not choose anything in particular, I would pick the solution as a whole. I think that graphics are elegant and clean, and the chosen paper and bas-relief finishing contribute to these features. Also the idea of the cover, similar to the videotape cases, that provides a different opening experience: there is an inside to discover before reaching the bottle. In my oppinion, the whole set is consistent and all the design elements follow the same direction.

5· Share one lesson that you learned while working on the project.

Well, it is not something we have learnt in this project. It is something we firmly believe, that it is fundamental to understand the brief, to know your customers, and to respect their goals. Each project is like a tailor made suit. The key is being faithful to that idea, while being able to provide your own personality, your own way of designing. And I think that this time, we have achieved it. 

Editorial photograph