Faha Fabrics (فاھا) is a fabrics brand based in Pakistan. At Faha, they value hard work and discipline. But, they also wanted to have a traditional look in their branding. They wanted to spread a different look and feel.

I and Faha teamed up to build a strategy global direction and create the whole visual look and feel of the brand following that strategy.

The main objective was to differentiate the brand from other fabrics brands by achieving a fresh, traditional and unique visual identity and making fabrics more appealing and highlighting its trends for everyone to be seen in their wardrobe.

Fashion is part of daily life but without being crushed by the pressure of modernizing. Faha helps find this balance between pushing yourself to great apparel without liberalism.

One of the hidden objectives of the brand was also to attract more women into unstitched dresses.

Step 1 - Target audience

The very first step of the strategy in order to differentiate Faha from other fabrics brands was to redefine the target audience.

It initially was a very broad target audience because they wanted to attract everyone with the idea. However, to have a more objective-oriented visual identity & strategy, we decided to pivot into focusing on the younger generation. We believe they’re the starting point to convince other generations to try their lifestyle, and this would allow Faha to reach their main mission.

Step 2 - Visual identity

The second step of the strategy was to build a visual identity that would be relevant to the new target audience with keeping in mind the bigger & hidden objectives.

Empowerment • Traditional • Disciplined • Organized • Simply Modren