파키스탄 컬추럴 브랜딩과 이벤트 프로모션

What is Pakistan’s Traditional Dress? It’s difficult to answer and complicated to explain. Pakistan is a country where there are many different customs, languages and traditions. There are 4 provinces and each province is different from others in tradition wise. There is no one name of Pakistan’s Traditional Dress. People normally say their province name to explain their provincial dress. This idea I got from South Korea where they call their traditional dress Hanbok which is easy to explain and easy to pronounce.

First goal is to create Naming and Branding of Pakistani traditional dress, first we need to understand Pakistan’s 4 provinces culture and tradition. The best part about Pakistani Traditional dress is that there are no boundaries, in modern times people customized their customs and create their own designed dress like wise I want to follow the similar pattern and create a brand identity and its values, where everyone will get a chance to visit the place easily and find all dress in one spot.

This project is divided into 2 parts. 1st part is Cultural Branding where we made a name and Brand Identity design and 2nd part is Event Promotion where We will promote the Paklibas brand. Paklibas is brand of Pakistani Traditional Cloths. There will be Paklibas brand shop in all over Pakistan in every province where people can easily go there and get experience of other province cloths and also, they can buy clothes from there. In the shop there will a facility where people who don’t want to buy traditional dress, they can also rent traditional dress. In this service they can enjoy Pakistani dress without buying it.

As you know Korean traditional dress HANBUK is came from Korean word. In a similar way I used the rule. I took a PAK word from Pakistan and to dress we say Libas. So here I did some mix and match and this is the result which came out. After some match of PAK and other words from Urdu language the easiest to say word was PAKLIBAS.
PAKLIBAS is a brand name which is easy to pronounce and easy to memorize. It came from Pakistani language which means Pakistani Dress. If you repeat this brand name for many times and if you already know the meaning of this brand name then it is a markable brand. If any foreigner will pronounce this brand name then they could not understand the meaning but if some Pakistani people pronounce this brand name then they can easily get to know the meaning of this brand name.

Pakistan’s national language is Urdu and the writing alphabets are same as Arabic. For making Pakistani traditional dress logo font type. I wanted to make it something like modern and traditional mixture. Pakistan is famous for Islamic Arabic calligraphy. I tried many different styles by using English and Urdu combination. And because I am living in South Korea and doing this project in South Korea so I tried Korean and Urdu version too. Dot are the main character in Urdu language which I used in this logo and the other character is curving line.

Pakistan has 4 province and each province is different from each other in nature wise. Some province is cold some are hot. Some are famous for water some are famous for desert some are famous for greenery some are famous for mountains.
Punjab is famous for greenery and trees. Sindh is famous for largest desert. Balochistan is famous for Rocky Mountains. N.W.F.P is famous for water. Using nature as a key point I has chosen 4 color like this from 4 province.
By following the color strategy this is how 4 colors came in.
And because there are four color so these all are the main colors they will change depending on the event or festival. From one single color orange now it is divided into these 4 colors. It’s a flexibility identity.
PAKLIBAS is a brand name which is easy to pronounce and easy to memorize. It came from Pakistani language which means Pakistani Dress. If you repeat this brand name for many times and if you already know the meaning of this brand name then it is a markable brand. If any foreigner will pronounce this brand name then they could not understand the meaning but if some Pakistani people pronounce this brand name then they can easily get to know the meaning of this brand name.

Paklibas is a brand which represents Pakistani culture. There is Pakistan culture center in Pakistan. Paklibas will do collaboration with Pakistan culture center and together they will do collaboration with many foreign countries to introduce Pakistani cloths to foreign countries. Currently I am living in South Korea and here there is Asian culture center in Gwangju. Pakistan culture center and Asian culture center will do collaboration in South Korea. In Asian culture center there is a Pakistan Culture week where they introduce Pakistani food and performances. In that culture week I am going to arrange Pakistani cloths event where there will be 2 type of activities Pakistani traditional dress fashion show and dress try on. This event will be for around 1 week and it will be held on the week of Pakistani Independence Day. Korean people and Foreign people could visit this event and get a chance to experience Pakistani dresses. In future Paklibas will do this kind of collaboration to represent Pakistani culture to worldwide.

Concept of this event is taken from the tagline My Custom My Choice. Like Pakistani dress there is no boundaries like you can select any color any design. In the same way people can visit this event and choose every dress without any guidance. There is a freedom to choose their choice and do mix and match.