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Weaving Humanity
Into Rugmaking

Weaving Humanity Into Rugmaking

Brand design firm Sanstorm Partners has executed a brand strategy and identity for Obeetee, a 92-year-old manufacturer of hand-knotted rugs from India. The overall goal was to elevate the brand and add value to the rug purchase by providing insight into the quality – and the human element – behind the rugs. Obeetee’s passion is to create a thriving, sustainable economic engine for India's artisanal carport craftsmen communities. But sales were in decline due to the proliferation of machine and mass-maufactured rugs; the new brand identity emphasizes authenticity, quality and sustainability. LEARN MORE >

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