The client – the legendary Italian luxury brand and maker of some of the world's finest wool/silk fabrics – asked us to help reconceive/reinvigorate their fragrance line. Their first offering, under the Ermenegildo Zegna Essenza name, had been perceived in the market as skewing older, with distribution mainly through company flagships around the world.

Z was to be younger, fresher, lighter and more active. We designed a limited edition bottle, inspired by motorsports, racing, high performance bikes and worked on a dynamic visual campaign that spotlighted a young gentleman rider on a Ducati Monster. The fragrance's primary and secondary packaging had a matte black package design with subtle racing stripes.

Z Zegna was a Monster-sized hit, selling hundreds of units and leading to a number of iterations and product line expansions. 

The fragrance opens in a cloud of fresh and fruity notes -- bergamot, rosemary and berries from New Guinea (similar to blueberry and yellow Mirabelle plums). The exotic fruits give a modern green and quite fruited nuance. The spicy heart of iris, nutmeg, and white pepper leads to sensual wood notes, patchouli, musk, and oak moss.