NW35

Designing a visual identity,
for a cultural heritage.

Client

Nw35 is a London based company specializing in handcrafted rugs. We designed the logo and visual identity for the company. Nw35 prides itself on upholding traditional craftsmanship, original designs, and the rich, historic techniques that define its iconic rug-making process. The main notion and values of the brand is his cultural heritage, handcrafted process, luxury through ethical and sustainable practices.

Approach

Our design process, aims to incorporate elements inspired by traditional Art of rug making, with a focus on the iconic weaving method using a loom (weaving machine). The logo draws inspiration from the weaving threads used in rug creation, reflecting the shapes and movement of the loom machine but also the rug ” fluidity “, to form a distinctive and timeless mark. Every letter is designed to express the core concept of the weaving threads, while simultaneously reflecting the feeling of continuity, a seamless flow. We chose a serif font for the face of the brand’s name (northwest 35) with some custom adjustments, to emphasize on the elegant and decorative nature of the company’s products. We selected a black and white color scheme with a yellowish tint as the primary accent color. Our goal was to preserve a traditional, historical essence for the brand, allowing the product’s vibrant colors to stand out without interference from the design. The overall identity should embody an artisanal, hand-crafted essence while also exuding elegance and a distinct character, positioning the brand as a breakthrough in its field.

Scope

Logo design
Visual identity