Esmaili Rugs

Elevated spaces, grounded design.

Esmaili Rugs curates antique, vintage and modern rugs for high-end spaces, with a mission to make buying a rug seamless through ancient artistry, modern solutions and insightful guidance. We built the strategy (mission, vision, Ruler and Creator archetypes, personality, values, via negativa and tagline), then designed a classic serif wordmark and an ER monogram, a palette of deep red, sage and warm neutrals, and a library of ten motifs drawn from rug patterns, carried across business cards, stationery, totes and social.