Outfitters

Challenge

Outfitters, Pakistan’s leading fashion retailer with a 20-year legacy, approached DesignStudio with a fascinating opportunity. Over two decades, the brand had evolved from a single store startup into a national icon. It had become a symbol of modern Pakistani entrepreneurship, youth culture, and retail innovation. With over 100 stores across malls and city centres, Outfitters had become the country’s largest non-faith-based fashion brand, proudly serving a new generation of style conscious consumers.

Now, facing rising domestic competition, bold international ambitions, and a rapidly shifting middle-class demographic, the timing was right to reimagine the brand’s strategy, identity, and experience.

Immersion

How do you understand the retail landscape of a vast country of 245 million people, where fashion is both a form of self-expression and a cultural negotiation? You get on the ground. We hosted an action-packed immersion in Pakistan, moving between Lahore and Karachi, diving into malls, factories, studios, and high streets to unpack consumer behaviour and organisational ambition. From Outfitters’ roots in street smart western wear to the runaway success of its eastern wear brand, the business had become more than a retailer - it was a cultural barometer.

Through workshops, interviews, retail deep dives, and time spent with consumers, a clear strategic narrative began to emerge.
Working closely with the leadership team, we shaped a directional and unifying brand strategy: For The Seekers. It is a proposition that speaks to a generation in motion; explorers of culture, identity, and personal style. It reflects the spirit of the founders, the curiosity of the brand, and the drive of its consumers to push forward: towards the new, the bold, and the relevant, always within reach.

Visual Identity

The strategy became the foundation from which we developed the visual, verbal and experiential brand world. At the centre of the identity sits the Markhor. A native mountain goat and national symbol of resilience and exploration. This new icon anchors the brand in its Pakistani heritage while expressing a forward looking confidence.

The identity system is purposefully restrained, showing up with clarity and consistency across hundreds of retail and digital touch points, from swing tags and storefronts to TikTok feeds and campaign films. A custom typeface brings cohesion to this ecosystem, delivering a clear voice across every brand experience.

A refreshed art direction lens brings greater ownership and character to the brand, celebrating the diversity of Outfitters’ growing community—and elevating a homegrown brand that now stands ready for the global stage.

"DS came in at a really important time for the brand, helping us not only deliver a positioning and identity system that would resonate with a new age of customers, but also solidify a reason for being for one of Pakistan’s most loved fashion brands. A great experience and a pleasure from start to finish."

Haseeb Akram,
General Manager Outfitters