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Last month, we presented this direction for Nazariya Living. It wasn’t the route that moved forward, but it remains one of my favourite explorations from the project.
Nazariya Living is a premium carpet and home décor brand creating pieces shaped by craftsmanship, culture, and personal perspective. Each object brings character into a home and carries a story worth telling.
This direction was built around exactly that: the stories held within objects.
A seal-inspired logo gives those stories a mark. Archival textures bring a sense of history and permanence. Unexpected colour combinations move away from the familiar visual codes of the category, while editorial typography and a narrative-led pattern system give the brand a language beyond its products.
What made this direction particularly strong was its refusal to behave like a conventional rugs and home living brand. Instead of letting beautiful product imagery do all the work, we built a visual world with its own point of view, one capable of carrying the story even when the product isn’t present.
Not every strong direction gets chosen. Some are still worth sharing.
Would you bring this Nazariya into your home?
The thing you name as its strength is often exactly what loses it in the room — a world that holds without the product makes the commerce side nervous, because the PDPs and paid social still want the rug front and centre. Was the pushback about that, or about the seal reading too heritage for them?
During our research the most common themes we noticed in this sector was majority of the brands has compromised personality over product images. The communication leads with images & text. If we remove the products images from the discussion all the brands will overlap...
The network for creativity
Join 1.25M professional creatives like you
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Creatives on Contra have earned over $150M and we are just getting started
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Someone asked a fair question on the last post: does this hold up once the shouting stops, or does it fall apart the moment you're not yelling?
So i went and tested it. Website landing page. Website footer. the invoice. Even the CTA system.
Quiet applications, still loud on purpose. Still just a concept, but this is where we find out if it's real.
@Artur Mikhov this one's for you.
Curious if it holds up or if it's still a costume?
#BrandSystem #BrandIdentity #DesignConcept #BrandDesign #VisualIdentity #CreativeAgency #BrandStrategy #UXDesign #DesignDetails #BrandConsistency
Respect for actually going and testing it!
The invoice and the footer hold up. Mono type, one asterisk, barely any copy, and it's still unmistakably the same brand. That's the proof.
The buttons and the strips still lean on slogans a bit, so I'd try one voice line per surface and...