Khaadi
Client
Khaadi
Project
Rebranding and retail experience of Pakistani fashion label (2021).
Credit
Teamwork developed by Landor.
Rationale
25 years after its launch, Khaadi found itself at the forefront of female fashion retail in Pakistan. Having always being 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 behaviors keep changing, Khaadi will never fall behind.
The Khaadi brand identity is designed from the idea of 'Expression.' Evolving and elevating selected iconic assets, the original symbolic knuckles, which once represented the handmade weaving heritage, were transformed into a "mark of expression", which hosts personalized patterns, imagery, video and can also be redesigned according to different themes and products.
The bespoke modernized wordmark and typographic family were developed with the collaboration of Fabio Haag Type. The new visual language, incorporating a set of fresh vivid colors, textile patterns, as well as a free-flowing use of the logotype as a super-graphic, ensures the story of 'Expression' becomes inextricably intertwined between visual identity and brand new retail experience.
