IDENTITY, CAMPAIGN, RETAIL, PACKAGING, PAKISTAN — 2020 CREATED FOR LANDOR&FITCH
TYPEFACE BY FABIO HAAG TYPE
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.
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.