Zachary Prell

Every man deserves exceptional clothing

Zachary Prell founded his eponymous menswear company based on the belief that every man deserves exceptional clothing. Having established a loyal following among department store shoppers, Zachary Prell sought to diversify as a multi-channel brand through a robust direct-to-consumer offering. Athletics was tasked to forge a brand strategy and visual identity that would make Zachary Prell a more authoritative voice in the hyper-competitive world of men’s fashion.  

The Athletics design team approached the creation of a new visual identity through the lens of this new consumer and brand strategy. Building a design system with the aim of increasing Zachary Prell’s magnetism, recognition, and relevance across touchpoints and seasons, we reflected the founder’s focus on timeless style over attention-grabbing bluster. Stitching together the visual and verbal components of the new identity, we conceived a storytelling conceit called “The Thread,” which allows Zachary Prell to tell seasonal stories about the men that inspire each creation and collection.
Brand Identity, Brand Writing, Research and Strategy