Z(C)
Overview
Z(C) was built for a client who wanted a full brand identity for a youth streetwear line. The brief: it had to feature a rabbit, land as youth-facing with a rebellious, protest-adjacent edge, and carry its own inside joke.
I developed the full creative solution — positioning, name, mascot and the "Sexual Education" collection concept — then designed both tee graphics from there, and ran the campaign production end to end.
- Role
- Concept, Product Design, Production
- Client
- Private client
- Type
- Youth streetwear
- Timeline
- 2026
Identity
Z(C) plays on zaec — Russian slang for rabbit — with the mascot tying directly into the collection concept. The mark stays deliberately naive: a flat, poster-like scene of rabbits on grass, closer to a school textbook illustration than to a fashion logo.
Collection
The brand teaches "lessons" through clothing. Drop 1 — "Lesson 1" — shipped two tees, "Sexual Education" and "Use Condom," with every future drop framed as the next lesson.
The copy system borrows the flat, factual register of a textbook and lets the garment supply the joke, so the collection reads as deadpan rather than provocative for its own sake.
Campaign
Shoot stills
Drop assets
Production
Beyond the creative concept I ran the full production on the campaign shoot: developing the visual ideas, finding and briefing the DP, casting actors, securing the location and bringing on a gaffer. In post I co-edited the final cut with a post-production contractor.
The films are built as pastiche old-school television commercials — everyday domestic settings, straight-faced delivery, and hooks that land the brand's sexual-education premise without ever announcing it.