Zara Home has launched its cooking page

In 2021 the proposal of a living brand must necessarily go beyond the physical products that it offers. A cue that Zara Home grabbed by presenting its first page of recipes. The brand had been selling the recipe books of the prestigious publishing house Phaidon for some time now, but this is its first own effort in the field of home cooking and is also one of the most beautiful and intelligent ways to promote its own line of cookware: the graphical interface is in fact very elegant and the graphic apparatus of the photos fully enhances the aesthetics of its collections. 

The collection of recipes is currently limited but expanding. The new recipes that are inserted from time to time are in fact marked with a tag on the main page and, at the moment, include cheese fettuccine, mini-burgers and asparagus pies. Needless to say, all the dishes are drool-worthy. It's interesting to note how the powerful and widespread Zara has decided to elevate its lifestyle offer following the increasingly popular trend of branded journalism, an extremely versatile expansion field for any brand, and that it has found a similar expression in Ikea's editorial division that last April spread the recipe of its famous meatballs and that in the Ideas section of its public website numerous recipes although in a less aestheticizing key than Zara Home's recipes. 

Zara Home's editorial-culinary project, however, could be taken as an excellent blueprint of editorial activity for a lifestyle brand: minimalism, extreme attention to aesthetically satisfying detail (if you don't believe it scroll through the gallery) and curate top-notch graphics. If Zara Home will publish its own recipe book, no one will be surprised when it sells out in minutes.