Problem
As the New Year loomed, ZARA faced the task of designing a greeting that would resonate within its diverse, international market while maintaining the brand's sleek image. The challenge was to produce a visually distinctive concept that could cut through the noise of festive promotions yet remain true to ZARA's ethos of elegance and simplicity. Introducing Chinese lettering added a layer of intricacy, necessitating a design that was both visually captivating and culturally sensitive.
Process
The design process was systematic and detail-oriented. Initial sketches explored a variety of typographic forms to encapsulate a "Happy New Year" sentiment that would translate effectively across varied formats. Each design was scrutinised for visual appeal and adaptability. Following the sketch phase, the designs were refined into vectors using Adobe Illustrator for sharpness and scalability. The transformative stage was the progression into 3D within Blender, where textures and shading were applied to give the lettering tangible presence. Particular care was taken with the Chinese characters to ensure their typographical authenticity, involving extensive research and expert consultations.
Outcome
The culmination of this process was a series of sophisticated 3D typographic designs that captured the celebratory mood and aligned with ZARA's stylish branding. The English and Chinese New Year greetings were crafted with a metallic sheen, providing depth and refinement. These designs were warmly received on all fronts, elevating the customer experience and securing a distinguished New Year's identity for ZARA. The Chinese lettering, in particular, was praised for its authentic design, highlighting the brand's dedication to cultural inclusivity and design prowess.
