First, we figured out the ideal audience for buying vintage rugs and what they like.
Hannah provided some samples of what she was drawn to and we talked about what worked and what didn't.
Then, we pulled together inspiration from the rugs themselves, midcentury modern decor, modern abstract art styles, and earthy/playful organic shapes and colors to create multiple different design directions.
This was mood board we chose to move forward with!
The Strategy:
We created multiple variations, from full slogan decorative logos to simplified sub-marks that can be recognizable at extremely small sizes.
The icon 'R' is made up of a lower case 'n' sitting atop an 'R' for Northside Rugs, and another version uses the monogram inside a squiggly rug shape.
Even though there are different logos for different uses, they all feel part of the same brand.
Logo Suite
THE FULL IDENTITY
This document is chalk full of the brand vision, mission, values, logos, patterns, icons, typography, photography direction, and instructions on how to use it all.
Brand Guidelines
making merchandise memorable with custom patterns
This brand pattern was specifically designed for packaging, to be a work of art all its own, as opposed to a background for text.
Paired with custom branded tape rolls designed to be simple and legible to balance the busy pattern, these packages shout that your new rug has arrived and you should be excited about it!
We also developed a custom care card to include in packages that feels like a cute postcard people will want to keep on their fridge.
Packaging and Additional Assets:
With the newly minted brand foundations, we came up with a plan for a freshly renovated website design!
In this website audit, we created the wireframe and the mockups of what each page could look like, and then Hannah created the website herself on SquareSpace!
This is a cost effective method to help founders get direction for their website layout without paying for an entirely custom built site.
Website Direction
