The Z｜将包装的开启体验与产品系列融合为一

zippo是有着近百年历史的美国打火机品牌。其深厚的文化底蕴造就了品牌独一无二的经典特质。设计希望在保持统一的经典视觉形象的同时，能匹配并展现各个产品线的独特定位及个性。设计的创意来源于对品牌符号的提炼，z代表的z世代即品牌新时代的目标人群，极简块面的视觉分割正是z时代自我不羁，个性使然的写照。 整体产品线根据人群及定位划分成五条支线，设计在保持同一个视觉识别的基础上，分别创造了五个独特的盒型结构，让每一款产品都拥有独一无二的的开启体验：

z-era的年轻线产品，设计通过撕口强化年轻敢为的个性特质；\u2028功能款产品则是由两边直接拉取，突显方便和快捷；
经典款式则是从两侧翻开，附赠的明信片致敬了品牌经典的火焰图腾；
限量版产品是通过创新结构，可以自然翻开形成展示的状态；
而收藏线产品在材质和抽取方式上有着更为精致及仪式感的体验。

对经典的欣赏不是在于其视觉形象的颠覆，更重要的是过程的体会，
就如成为经典不是在于其当下的成就，而是他走过的岁月沧桑。

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 design 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.