Khayal Wear
Khayal rejected the notion of disposable fashion; Instead crafting cherished keepsakes for all to enjoy.
I worked on with Khayal, primarily as Creative Director and Brand Designer, bringing their vision of storytelling through apparel to life.
the Challenge
Khayal set out to tell stories — through design, print, and material.
That meant building a brand that could unify all their collections under one identity, while staying versatile enough to make room for new expression as new collections arrived. At its core, Khayal needed to be positioned as the window through which its audience could live inside stories, vicariously, through apparel.
the solution
Building the Khayal brand — strategy and design.
We started by narrowing the positioning, defining Khayal's brand personality: "Daydreams as innocent as a good story." From there, we established the brand's values, mission, and vision — the foundation of the business — before translating that strategy into tangible design.
Duration
1+ yrs
Industry
Clothing & Lifestyle
Service
Creative Direction
Brand Design
Visual Design
Contributors
Imaad Azhar - Creative Director and Brand Designer