The e-commerce fashion brand Zalando was launched in Berlin in 2008. Today it is Europe’s largest online fashion retailer, with a presence in 15 countries and offering a wide range of products—from High Street fashion to designer brands, sportswear and children’s wear.

In 2019 Zalando’s new brand positioning "fashion liberation“ was introduced, along with a new campaign based on the slogan "free to be.“ Pentagram Berlin was tasked to redesign the shipping boxes for the brand, which are its only tangible customer touchpoint.

The design is based on a bold and non-conformist linear pattern that wraps around the boxes in various sizes. The center of the pattern is the letter “Z” (for Zalando). The designers had the idea to bring the tagline “free to be” come to life by printing it on the pull tab which—once ripped open—reveals a line of words in different languages. The boxes also carry sustainability messages.