By maintaining the brand’s original symbol and combining it with different categories of product feature, design gives the brand a unique and innovative user experience by reinvent the packaging structures.
Zippo is a reusable metal lighter brand manufactured in the United States. It’s been around for over eight decades and has been described as “a legendary and distinct symbol of America”. The client’s request was to advance the packaging, diversify each product, refurbish them so that each can have its own language, while keeping the classic character of the brand. The brand inspiration was provoked by extracting the essence from the brand symbol, which is the letter “Z”. This letter also represents the Z Generation, or Gen Z for short. It is the demographic cohort succeeding the Millennials. This increasingly important group of customers is going to shape the future with its distinctive characters, bold, passionate, free-willed and craving for excitements. There are five parts to this collection, which are: Z-era, Performance, Classic, Limited edition, and Connoisseur. While preserving the classic brand culture, each product has a special way of opening the package, to establish its own visual language. Z-era has a special zipper-tear opening to represent Z-Gen’s audacious character. Performance’s way to open the package is by sliding open the box from both sides, shown its convenience. Classic’s package includes a specially designed postcard, the classic flame icon is meant to pay homage to this legendary brand history. Limited Edition has the innovative way to flip open the top so the lighter will naturally be displayed, With Connoisseur, the lighter is placed in a transparent box, when opened, the almost ritualistic product experience gives out another level of exquisiteness. Sometimes, appreciating the classic will not just stop at its distinctive appearance, but the brand history and the experience, are what bring immortality.
By extracting the essence — the letter “Z”, each part of this collection has a distinctive style in order to establish its unique language. Z-era has a special zipper-tear opening to represent Z-Gen’s audacious character.
Performance has a way to slide open the box from both sides, shows its convenience.
Classic includes a specially designed postcard, the classic flame icon is meant to pay homage to this legendary brand.
Limited Edition has the innovative way to flip open the top so the lighter will naturally be displayed.
Connoisseur gives out another level of exquisite user experience by placing the lighter in a transparent box, when opened, the lighter is displayed as a piece of precious artifact.