Close
Brand identity for MAAB, a label by designer Maria Batool that brings the crafts of Bahawalpur and Cholistan, from chunri to mukaish, into modern wear.
MAAB is a fashion label started by designer Maria Batool in Bahawalpur. Her idea was to take the crafts of Bahawalpur and the Cholistan desert, tarkashi, chunri, applique and mukaish, and bring them into clothes people wear today. The region is known for its embroidery, its colour and the skill of its artisans, and MAAB wanted to give that work the stage it deserves. The identity had to carry heritage without looking like a souvenir. The mark is a single calligraphic stroke, and the wordmark is set in Didot, so the elegance comes from the letters and the craft is left to speak for itself. The palette borrows from the desert: sand, olive, rust and deep red. The same system runs onto hang tags, boxes and lookbook pages, with images of Derawar Fort, chunri dots and hands dyed in indigo, so every piece feels rooted in the place it comes from.
Creative direction
Naseer Ud Din Ansari
Year
2020
Client
Maria Batool (Fashion Designer)
Location
Bahawalpur, Pakistan
Sector
Fashion & Textile
Discipline
Brand Identity
