Zainab Duty Free


Founded in 2000, Zainab Ltd. is established as the only key retail player in the Pakistan Duty Free market.

Fred were referred to Zainab Duty Free through an existing client and we were commissioned to rebrand the existing Zainab Duty Free identity and to roll this out across signage, store environments, stationery and supporting collateral and internal communications.


Rebrand Zainab Duty Free to reflect a high-end store and be the number 1 destination for shoppers in Pakistans airports.

1. Increase visibility & brand awareness

2. Shift perception from unauthentic products, to high-end retail

3. Establish brand superiority

Brand Moodboard: Luxurious/ Modern/ Authentic

image of zainab duty free moodboard collage as part of the rebrand strategy phase

The Brand

The design is an abstract form of the letter Z, in a very bold, contemporary and sleek form. The highlight of this design is that the logo acts as a frame and a very strong visual graphic element, framing anything it is juxtaposed on. Whether framing a product, or a certain aspect of an image, the strong geometric graphic makes for an excellent unforgettable, colourful and bold identity for Zainab Duty Free. We coupled the device with the strapline Gfts for everyone.






Image showing the new rebranded white logo identity for zainab duty free dubai
Image showing the new rebranded black logo identity for zainab duty free dubai
image of zainab duty free signage in pakistan designed by fred dubai


The font Din is one of the best fonts for signage and appears elegant and precise in big size. Baskerville is excellent for reading and reflects elegance in small size. When Din is paired with Baskerville, they together start to create contrast-filled and harmonious typography that adds to the aesthetic of any piece of communication. This also gives the brand of Zainab more to design with.

Image of rebranded Zainab Duty Free typography

Application Roll out

The new brand gives Zainab a luxury feel, which better reflects who they are in 2019 and the brands they represent.

The new brand was rolled out across signage, advertising, store environments, supporting collateral and internal communications across all international airports in Pakistan.


Retail Branding

Rebranding Pakistan duty free


Retail rebrand Dubai
Retail branding UAE


Duty free branding