SAY HI
Empowering women in Pakistan to wear their voice — where vibrant tradition meets modern style
Khaadi, Pakistan
2020
Brand, Retail, Packaging, Digital, Campaign
TYPEFACE BY FABIO HAAG TYPE
CREATED WITH LANDOR & FITCH SG
Khaadi, a leading Pakistani fashion and lifestyle brand, marked its 25th anniversary by reinforcing its position as a pioneer in female fashion retail. While staying true to its heritage, Khaadi recognized the need to evolve their brand identity alongside shifting cultural and behavioral landscapes, ensuring it remained relevant to every Pakistani woman.
SOLUTION
The new strategy was simple yet profound: Be the brand that celebrates her for everything she is. Embracing the kaleidoscopic personality of its customers, Khaadi’s designs reflect vibrant traditions with modern flair. Guided by the empowering idea of ‘Wear Yourself,’ the brand enables women to express their multifaceted brilliance through every style, stitch, and weave.
The refreshed brand identity is built on the theme of ‘Expression.’ Retaining key iconic elements, the simplified logomark captures the energy and dynamism of a kaleidoscopic personality. Paired with a modern, geometric wordmark, it seamlessly integrates the brand’s essence and promise.
The vibrant visual language—featuring striking textile patterns and a free-flowing application of the logomark as a super-graphic—extends the story of expression across every touchpoint, creating a cohesive and inspiring retail experience that celebrates individuality and tradition alike.