Brand Identity for a Luxury Custom Rug Brand

A single line turns a rug maker’s name into a story about weaving.

Fagerström developed the strategy, visual identity, and website for Texture Haus, a Los Angeles design house creating bespoke handwoven rugs. The work positions centuries-old rug craftsmanship within a contemporary luxury context through the concept of "Ancient Innovation."

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Insights

The strategy connects traditional handwork with contemporary interiors, giving the brand a reason to discuss heritage without looking backwards.
A line beneath the serif wordmark represents both the rug underfoot and a continuous thread. Its horizontal structure makes the product part of the signature.
The tagline Weaving Stories connects this graphic thread to the human process behind each commission.
The client’s account of production in Nepal gives the craft positioning substance: the story can follow actual making stages rather than rely on generic luxury language.