The PacBio RS is a third generation DNA sequencing system that incorporates novel, single molecule sequencing techniques and advanced analytics to reveal true biology in real time. Zoe Design collaborated with Pacific Biosciences on a multi-year project to create a product that best represented their revolutionary technology, while hiding from the user what Forbes magazine called “Perhaps the most complex product to ever be developed”. The PacBio RS was released commercially in 2011 and won a 2011 Good Design Award, a 2012 iF Product Design Award, and a Silver EID Award.