Mada Carpets is one of the well-known carpet manufacturers in KSA, their lines extend from prayer rugs to area rugs and industrial carpeting. Mada Carpets was looking to cater to the B2C market. Their products had spiritual significance and artisanal designs; however, their brand identity wasn’t consistent. We re-positioned the re-brand reflecting the new values of: authenticity, craftsmanship, inspiration and creativity. The new identity was inspired by the Medina’s architecture in KSA. Our work for Mada Carpets, was selected as a silver winner under the “Retailer” category of the Indigo Design Award 2022!

In terms of design direction, the Saudi craftsmanship was translated across different touchpoints. For the logo, we went with stylized and sleek, focusing on balance and refinement. The Arabic and Latin typography are of equal weight, the modern strokes exhibit a high contrast between thick and thin. We focused on legibility, which plays a major role in making this logo accessible and approachable knowing that the brand personality is the everyman, due to its reliable and local feel.

Inside the Kashida of Mada’s Arabic writing, sits a Saudi inspired motif in the form of 3 flowers. These are Medina motifs to further ground the Medina-born aspect of the brand, which is also one of its unique selling points. The pattern is an abstract representation of the architecture and floral motifs drawn from Al Masjid an Nabawi coupled with the angles inspired from the “د” letter.

For the color palette, we were focused on elegance and heritage. The main palette is inspired by the iconic shade of emerald green from the Al Masjid an Nabawi’s dome, which we also complemented with a timeless shade of black for more contrast.

Our team designed the packaging for both the low and medium-end carpets, and the high-end carpets, while utilizing different materials and style for each; paper bags and the cloth tote bags respectively. We also created the gift box design, the wrapping paper, and ribbons to fulfill all elements of the unboxing experience for the consumer.

As additional branding features, we created the business card designs, patterns and labels on the actual products, newspaper template, corporate presentation templates, return and exchange documents, USP cards, greeting cards, and stickers.