Established in Lahore Pakistan, Ethnic is a fashion retailer synonymous with versatile yet powerful casual wear for both men and women. They’re known for experimental textiles, vibrant prints, and detailed craftsmanship.

We worked with Ethnic to re-design their brandmark, symbol, sub-brands, identity, wayfinding system and packaging. They wanted something that felt clean, modern and fresh. So we developed an identity that reflected this, but also introduced a subtle diamond shape often found in Urdu typography to give it an element of heritage.

  • Brand Identity
  • Wayfinding


Paul Fox Tijl Schneider Paul Ellerker Jade Kent