Kali carpet store is a place that becomes not just a store, but a real art space in which you can feel the real oriental carpet atmosphere. This is a carpet salon that provides people with carpets, clothes made of carpets, merch with carpets and other things with elements of oriental products.

For the entourage there you can have coffee in a dzhezva, as well as enjoy books about the eastern culture. In fact, this is not a store, but a carpet house, where you can both buy a carpet and just feel the oriental culture. The main message of the Kali store is “Look at the east in a new way.”

The identity is based on the idea of a carpet path that leads us away. Carpets are very mysterious and authentic, they contain a whole history, a whole world. And we often see how they appear in our lives as paths in some interiors. So what if that path may become a guide to the world of carpets. I decided to make a corporate identity, where the main role is played by the carpet path, shown in an unusual form for us. It’s like leading us and luring us into the most atmospheric and most fascinating carpet store. Different scales and angles of the image of the path add dynamics to the brand visual language, they allow you to truly “look at the east in a new way.”

The branding concept contains posters and banners that will attract the public with their unique images of carpet paths which are twisted in the most sophisticated ways. Also, the buyer, if desired, can purchase merchandise for himself.

Many thanks to the studio Tomorrow Type Today and Daria Petrova for the font provided.