Understorey

Handmade with precision, for visionaries

Branding for a Luxury rug maker

Understorey is a premier Indian luxury rug brand that is poised to revolutionize the rug industry. The brand was established with a vision to bring the highest quality of completely handmade rugs into Indian homes. Understorey is known for its meticulous craftsmanship, unparalleled attention to research and development, and an unwavering pursuit to craft the finest luxury hand-knotted rugs.

Naming

In forestry and forest ecology, the "understorey" refers to the vibrant life that thrives between the forest floor and the tree canopy. Metaphorically, "understorey" captures the rich tapestry of narratives, histories, and ideas that interweave to create the cultural and ecological diversity of a forest. Similarly, our rug-making brand, Understorey, embodies this intricate blend of stories and craftsmanship, creating unique, beautifully woven pieces that add depth and character to any space.

Massive Transformative Purpose

Understorey's commitment to ethical business practices and luxury empowers communities and preserves craftsmanship. By using ethical production methods and supporting local artisans, Understorey ensures that its luxury products have a positive impact on society. Understorey's focus on ethics and craftsmanship creates a unique platform for promoting socially responsible practices in the luxury industry.

Identity

Like a tendril rising up from the forest floor. Growing with support from the base; akin to the carpet forming a base in living spaces.

Brand Expression

The brand expression of Understorey is elegantly captured through a cohesive and sophisticated identity design system. The visual elements, including the logo, typography, and color palette, exude a sense of artisanal craftsmanship and timeless elegance. The use of earthy tones and refined finishes in stationery and packaging materials further emphasizes the brand’s commitment to quality and sustainability. The integration of traditional motifs with modern design elements creates a balanced aesthetic that is both contemporary and rooted in cultural heritage. The overall brand expression successfully communicates Understorey’s ethos of blending history, craftsmanship, and innovation, making it a distinguished and memorable identity in the market.

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