Sophisticated Brand Identity for Texture Haus

Texture Haus is an exclusive Los Angeles-based design house specializing in ultra-premium, bespoke handwoven rugs. Conceived as true investment pieces, these luxury creations are commissioned by leading interior designers, high-end homeowners, and boutique hotels. Each custom rug acts as the foundational element of a meticulously curated space, prioritizing uncompromising quality, rarity, and authentic craftsmanship over mass production.

Fagerström partnered with the brand to shape a holistic strategic and visual universe. The challenge was to build a sophisticated identity that felt undeniably contemporary and relevant to the modern design industry, while staying deeply rooted in the heritage of hand-knotted craftsmanship. 

At the heart of the strategy sits a deliberate oxymoron: Ancient Innovation. This concept captures the tension between centuries-old weaving techniques and modern aesthetics. It embodies a promise of artisan elegance, framing a traditional craft as something entirely of the present, designed for those who appreciate the meaningful narratives behind their furnishings.

Weaving Stories

2026

Los Angeles, California | U.S.

Visually, the identity is grounded in the principle of horizontality. The wordmark, set in a refined all-caps serif typeface, conveys timeless elegance. A single definitive line sits beneath the name, serving as a subtle metaphor for the rug underfoot—a continuous thread that visually weaves the letters together, echoing the brand’s tagline, Weaving Stories.

Every piece begins as a selection of premium raw materials. Fibers such as wool, silk, mohair, cashmere, alpaca, and resilient plant-based elements are hand-spun and meticulously dyed, transforming natural materials into rich, tactile textures that bring warmth and character to any environment.

See more: https://fagerstrom.studio/work/texturehaus