Khaadi
Client
Khaadi
Project
Rebranding and retail experience of Pakistani fashion label (2021).
Credit
Teamwork developed by Landor.
Evolving a fashion brand for a new generation context.
CONTEXT - Khaadi, a leading fashion retail brand in Pakistan with operations in UAE, UK and USA, had built strong equity over 25 years but needed to evolve to remain relevant in a rapidly changing cultural and international retail landscape.
CHALLENGE - Modernize the brand while:
• preserving its cultural roots
• increasing relevance with younger audiences
• ensuring consistency across retail, digital, and communication.
APPROACH - A refreshed brand system built around the idea of “Expression,” balancing heritage and modernity to evolve the brand without losing authenticity. The identity was redefined through a more dynamic and contemporary logo, leading to a flexible visual language inspired by textile patterns and cultural richness, and extended consistently across retail, packaging, and communication.
OUTCOME - Reinforced Khaadi’s position as a leading fashion brand in its market, increased relevance among a new generation of consumers and enabled a cohesive brand experience across multiple touchpoints.
