WEAR YOURSELF

Khaadi is a Pakistani fashion and lifestyle brand. 25 years after its launch, Khaadi found itself at the forefront of female fashion retail in Pakistan. Having always been a leader, the business found itself needing to reinforce its pioneering credentials with a refreshed brand—true to its origins but serving as a clear signal to all Pakistani women that, as culture and behaviours keep changing, Khaadi will never fall behind.

The new strategy was simple: Be the brand that recognises her for everything she is. Khaadi celebrates her kaleidoscopic personality in every style, stitch and weave. The clothes remain respectful of traditions but with vibrant colours, a multitude of designs and a brand idea of ‘Wear Yourself’. Khaadi enables women to share every brilliant aspect of themselves through what they choose to put on.

The Khaadi brand identity is designed from the idea of ‘Expression.’ Retaining and elevating selected iconic assets, the simplified logomark reflects the energy and movement existing within any kaleidoscopic personality. Overlaid with a modernised and geometric wordmark, the brand and the promise become inextricably intertwined. The fresh visual language, incorporating vivid textile patterns as well as a free-flowing use of the logomark as a super-graphic, ensures the story of ‘Expression’ is experienced throughout the whole identity and retail experience.