MEME- Building a e-commerce lifestyle fashion brand for Pakistan
Date:
2018
Client:
Alkaram Group
Role:
Brand building
Creative Direction
Design & Product Development
The Challenge
Develop a new lifestyle fashion brand for the Pakistan market for one of the country’s leading manufacturers, creating a commercially relevant identity that balanced trend, modest dressing preferences and regional customer behaviour across womenswear and menswear.
The Process
Built and led a remote creative team of eight freelance designers across multiple product categories, overseeing collection direction, prints, graphics and range development over nearly two years. Worked closely with the client to refine the brand positioning and customer direction, while managing design, sampling, fittings and product development from Barcelona. Also directed the creative campaign and e-commerce shoot, hiring and managing the full external creative team.
The Outcome
Developed a full brand and product vision tailored to the local market, translating regional customer insight into commercially focused collections across apparel and print-led categories. Established the creative and development structure needed to scale the brand across future categories and markets.
