KHASTO Brand Identity Design

THE CLIENT

Khasto has continued the traditional Indian way since the 1980s, with block printing, embroidery, it is a lifestyle brand located in Amsterdam, Netherlands, that produces products using cotton fabrics with patterns and colorful colors. Khasto's signature product is nightwear made of cotton cashmere fabric, which consists of 3 layers, making it a high-quality material that adjusts heat, is breathable, and looks like a see-through layer. In addition, it provides customers with confidence using materials from nature, and is highly professional because it is handmade with the craftsmanship. Khasto’s strive to become a sustainable brand by clearly building our own brand identity through unique products with differentiated patterns.

THE OBJECTIVE

The main goal was to preserve the old traditions and heritage of the past, and to melt Khasto’s distinctive and distinctive printing methods and craftsmanship so that it could be seen as a modern, timeless brand. Considering the balance between the past and the present, we tried to approach consumers more attractively and comfortably by building an image that creates slow but sincere beauty. In addition, Inspired by a variety of natural objects, the unformatted asymmetric symbols consistently represent the naturalness felt in Khasto’s products, and define differentiated features. We wanted to improve the quality of life for consumers and provide a consistent brand experience in online and offline areas with a detailed and sophisticated design that broke away from the existing old brand image.

Project overview

Khasto brings joie de vivre with the sale of artisanal, sympathetic and unique products from the cities and countries along the Silk Road. With a beautiful fabric: the cotton cashmere (three layers of voile), we do this with respect for people and nature from authenticity and in connection with our local suppliers and employees. Khasto is characterized by artisan technique, quality fabrics, and materials, and its collections are meticulously made in India to last with environmentally-responsible materials.

Symbol mood board

Using florals, one of the main motif of the KHASTO fabric inspired by the flowers of the Mughal Empire, convey the unique identity of KHASTO, and the imperfections and playful mood of KHASTO's block printing are expressed throughout asymmetrical shapes and drawing motif. Also the interwoven form, reminiscent of a needle and a thread, symbolizes handicraft and craftmanship, one of the characteristics of KHASTO’s brand.

THE SOLUTION

We focused on modernizing one of the key brand values, impression, while maintaining Khasto's Heritage. Inspired by Khasto's Block Printing, we have created an asymmetrical and natural drawing motif throughout the brand's identity to create a visualization of ‘beauty of imperfection’ that Khasto pursues. It also conveys Khasto's unique identity with a decorative and natural curve by using 'Florals', one of the objects that symbolically express the Mughal Empire. Also, the interwoven form, reminiscent of a needle and a thread, symbolizes handicraft and craftmanship, one of the characteristics of Khasto. In addition, we designed a color system that comprehensively captures the historical and originality of Khasto, using various Mughal Empire style and Khasto's fabric colors that reflect them as the main concept. We have established a systematic brand identity system that enables Khasto to provide a consistent brand experience to customers, not only on the web but also in offline areas.