The Brand Identity interviews Zak Kyes, founder of London-based Zak Group, about the studio’s evolution, its collaborations with brands like Prada, and its belief in the cultural relevance of graphic design. Kyes discusses the studio’s initiatives such as the FUTURE FWD scholarship and Culture Is Not Cancelled, emphasizing collaboration, inclusivity, and design’s role in shaping culture.
Zak Group designed the packaging for Paco Rabanne’s Pacollection, a series of six fragrances housed in innovative soft-shell bottles. The design features a heat-welded monogram and colorful finishes that reflect each scent’s unique mood. Photography for the project was provided by Schelten & Abbenes and Stef Mitchell.
Zak Group rebranded the French fashion house Paco Rabanne, collaborating with creative director Julien Dossena to modernize the brand’s radical heritage. The project introduced a new monogram, custom typeface Paco Sans, and a comprehensive visual system spanning packaging, campaigns, and a new e-commerce website. The rebrand coincided with the opening of Paco Rabanne’s first new shop in a decade, designed by OFFICE.
