Zareen is a luxury carpet and rug brand designed for those who appreciate timeless elegance, cultural richness, and meaningful design. This brand design project was born from a simple idea: that a carpet can be more than something beneath your feet. It can carry soul, intention, and presence. It can be art you live with.

The core strategy behind Zareen was to blend refined modern aesthetics with subtle Eastern influences. The goal was never to create something overly traditional or loudly cultural, but instead to design a brand identity that feels calm, rooted, and quietly luxurious. The design system reflects this balance, combining soft neutrals, minimalist geometric patterns, and elegant typography to create a brand that feels as serene as the spaces it belongs in.

Zareen is created for a global audience, interior-conscious individuals, boutique hotels, designers, and homeowners who value design with story. But while global in vision, the brand doesn’t forget its roots. To resonate more deeply with culturally aware customers, especially across South Asia and the Middle East, a custom Urdu Nastaliq logotype (زَرِّیْن) was developed. This variation adds emotional depth and a sense of identity to the brand while remaining aligned with the core visual tone.

From brand positioning and moodboards to the full logo suite, pattern design, and mockup execution, every step of this project was an exploration of elegance and emotional design. Zareen is more than a visual identity; it’s a quiet experience. A brand made to reflect not just beauty, but feeling.