Project Topic
Identity Design and Brand Strategy to Create a Unified Identity for the Mahour Carpet Brand in the Carpet Market
Challenge
How can one become a brand and find a suitable position with limited resources in a market where old and large manufacturers have established themselves on one side and carpet hypermarkets are creating a lot of noise with extensive promotions?
This was the challenge of “Mahor Carpet” in the carpet market. A manufacturer that had been operating in this vast market for years but did not have a defined identity for its products and stores.
The main challenge was to find a market niche that was compatible with the resources and capabilities available in Mahour Carpet Company. Therefore, taking the position of existing competitors in the market could not be a suitable goal.
Experience gained
During the extensive brand research conducted for this brand at THE branding agency, a spot free of competitors but in line with Mahoor’s resources and capabilities was identified so that this brand, by observing its brand identity plans and strategy, could become a distinctive brand with special and specific designs in a niche market in the future.
The experience of this project shows that instead of blindly competing with competitors who have more distinctive and more capabilities and resources, one should focus on creating an integrated identity that is in line with the brand’s capabilities in more suitable segments of the market. The meaning of success for each brand should be defined in depth and separately.
Brand Visual Identity
In line with the research and brand identity, the design of the Mahoor carpet logo was inspired by the motifs of Iranian carpets, and the form of the Abbasi tulip flower was used as the basis for the logo design.
The designs in the carpet motifs were also considered in the brand pattern, but these motifs needed to be simplified so that the Mahoor brand could achieve a modern visual identity.
The colors commonly used in the texture of Iranian carpets were selected for the secondary color palette of the Mahour Carpet brand to be used in the design of some printed items, websites, etc. as a complement to the primary colors.
In the design of the Mahour Carpet brand’s visual elements and main touch points such as: digital space, product catalogs, advertising structure, packaging, etc., its visual forms and patterns have been expanded so that the visual identity of Mahour Carpet is integrated and coherent in line with its strategy.
