This proprietary, low-cost packaging solution was part of a significant re-branding effort that transformed Zales into a more contemporary and relevant retail offering. The concept began as a sketch during a call with a packaging vendor. When the box is closed, it reveals a “Z” on the side of the package that is reminiscent of the Z in the logotype.

Client: FRCH Design Worldwide for Zale Corp.
Credits: creative direction and structre design: Tim Smith; graphic design: Tim Smith, Doug Bunker, Lucy Steadman