Fashion Brand Identity
Nokshi
- Year
- 2023
- Client
- Nokshi
- Services
- Brand identity, Typography, Packaging
Nokshi is a Dhaka-based fashion label working with handwoven jamdani and muslin from weavers in Tangail and Sonargaon. When the founders came to me, the brand felt rooted in heritage but distant from the urban audience they wanted to reach next.
The brief
Modernise without erasing. The new identity needed to hold its own next to international fashion labels on Instagram while still feeling unmistakably tied to the loom, the thread, the hand.
The approach
We built the entire system around a single custom-drawn ligature derived from a jamdani motif. The wordmark uses a contemporary serif with subtle weave-like terminals — quiet enough for a runway lookbook, distinct enough for a thumbnail.
The packaging avoids the usual handcraft tropes (no kraft paper, no rope ties). Instead, a deep aubergine box with foil-blocked Bangla and Latin lockups makes opening a Nokshi piece feel like unboxing something from a museum gift shop.
The outcome
Six months after launch, the brand grew its Instagram following by 4× and was featured in two regional design publications. More importantly, weavers have started recognising the wordmark as their own — which was the part of the brief I cared about most.