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A brand woven with purpose
40%
High-value quotes
60%
Increase in brand recognition
We transformed a rug company into a brand that honors Colombian textile art.
The Challenge
Tapetes Mercedes had been manufacturing high-quality rugs in Colombia for over 25 years, but its brand did not reflect the level of detail, craftsmanship, and tradition behind each piece. Its visual identity was generic and did not connect emotionally with architects, designers, or end consumers who value artisanal design.
The challenge was to create a brand that would elevate the product to the status of an art object, without losing its functional essence or local heritage.
The challenge was to create a brand that would elevate the product to the status of an art object, without losing its functional essence or local heritage.
The Solution
We started from the belief that each rug made by Tapetes Mercedes is a piece of textile art, and the brand needed to reflect that same level of attention to detail. We developed their identity from the ground up, building a positioning that frames them not as mere manufacturers, but as a textile art brand for contemporary spaces.
The new brand was inspired by Andean weaving, geometric patterns, and the texture of the thread itself, resulting in a sober, elegant, and timeless identity. We designed a brand that breathes design while honoring its artisanal roots. To this, we added a verbal language that elevates the value of handmade work, tells the story behind each piece, and connects emotionally with architects, interior designers, and design lovers.
The new brand was inspired by Andean weaving, geometric patterns, and the texture of the thread itself, resulting in a sober, elegant, and timeless identity. We designed a brand that breathes design while honoring its artisanal roots. To this, we added a verbal language that elevates the value of handmade work, tells the story behind each piece, and connects emotionally with architects, interior designers, and design lovers.
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