Istani is a New York-based/Pakistan-inspired eco-conscious lifestyle brand, full of wonderful stories and intricate traditions. Istani celebrates the heritage of what it truly means to live between lands. The e-commerce brand creates a platform to showcase indigenous talent and history, inspired by a diversity of cultures and the curious joy of being human.
After going through a successful rebranding process (full case study on our website), Istani quickly became a reference for Indigenous culture, especially thanks to the Consciously You movement, developed specifically for the brand’s relaunch.

With the brand being almost exclusively available online, and once the new image was implemented across all platforms, it was time for us to develop a new packaging option for all orders that embodied the brand’s adventurous and cultural essence while remaining equally eco-conscious and more sustainable.