MAHŪR: Rooted in Nature, Designed for Living

MAHŪR is a rug and carpet brand that emphasizes high-quality, minimalist designs. It focuses on both handpicked antique Persian carpets and sustainable practices by upcycling older rugs into modern creations. The brand identity reflects simplicity, minimalism, and abstraction, aimed at appealing to young adults who are mindful of their personal style and living environments.

Being part of this project was truly a joy, as it evoked nostalgic memories of my childhood surrounded by handwoven Persian carpets. Drawing from this deep connection, I aimed to create a modern visual style that not only complements the contemporary interpretation of carpets but also harmonizes with the upcycled antique and vintage designs.

MAHŪR is one of the seven Dastgāh, the standard musical systems in Persian art music.

I chose the letter Ū as the logo mark because its distinct diacritical mark makes it stand out, creating a memorable and visually striking symbol.