In 2021 the proposal of a living brand must necessarily extend beyond the physical products it offers. A hint that Zara Home jumped at by presenting its new recipe page. The brand had already been selling the recipe books of the prestigious Phaidon publishing house for some time, but this is his first effort on his own in the field of home cooking. But it’s also one of the most excellent and most innovative ways to promote your cookware line. The graphic interface is exquisite, and the visual layout of the photos fully enhances the aesthetics of its collections.
The recipe collection is currently limited but expanding. The new recipes inserted from time to time are signaled with a tag on the main page. At the moment, they include cheese noodles, mini-burgers, and asparagus pies.
It is interesting to note how the powerful and widespread Zara has decided to elevate its lifestyle offering following the increasingly popular trend of branded journalism, a highly versatile field of expansion for any brand. And that found a similar expression in Ikea’s publishing activity, which last April released the recipe for its famous meatballs. In addition, in the Ideas section, Ikea publishes numerous recipes, even if in a less aesthetic key than the recipes of Zara Home.
The editorial-culinary project of Zara Home, however, it could be taken as an excellent blueprint of editorial activity for a living brand: minimalism, extreme attention to aesthetically satisfying detail, and high-level graphic curation. It would not be surprising if, soon, we were to see a Zara Home cookbook record a sold-out.