Rafik Zaki Brand Extension

The rebrand for RZ captures the evolution of the designer's namesake fashion house as it enters a new chapter, expanding beyond couture into ready-to-wear, bridal, perfume, and more. The identity system is built on five core values: artistic, innovative, bold, refined, and sophisticated. At its heart is a signature-based wordmark that retains the personal, expressive nature of the brand. Alongside it, a clean, minimal uppercase wordmark was created for the ready-to-wear line, reflecting timelessness, versatility, and modern appeal. A custom monogram intertwines the letters ‘R’ and ‘Z’ into a unified, geometric form. Up close, the individual characters are visible; from a distance, the mark becomes a sculptural symbol that highlights the brand’s ability to shift between personal and abstract expression. This monogram is used exclusively in black and white to maintain clarity and visual impact. A repeatable monogram-based pattern was also developed for the RTW collection, designed to build recognition while preserving structural integrity.