Jaipur Rugs

Content Design for Jaipur Rugs

Client: Jaipur Rugs

My role: Content Design, Graphic Design

Team: Marketing manager, content writer, photographer, [me]

Tools: Adobe Illustrator, Figma, Google Docs, Adobe Photoshop

Jaipur Rugs is a human-centric, artisanal brand that brings traditional rugs and carpets from India's remotest villages to international markets, while developing empowered, self-sustaining communities in these villages through education & work opportunities. Founded in 1978, Jaipur Rugs has an annual revenue of $37.2M with presence across India and in the US, Dubai, Milan, London and Singapore.

As a visual lead at Jaipur Rugs, I took charge of all visual and graphic requirements, print and digital. My diverse portfolio included designing for packaging, print media, UI, posters, ads, social media posts and newsletters.

Crafting the brand voice

Telling human stories formed the core of Jaipur Rugs' identity. We wanted customers to experience more than just a rug; rather, a gift of art passed from one family to another. Jaipur Rugs is closely tied to its traditional roots. Authenticity is both a habit and a pride.

How might we sound luxurious & modern while maintaining our traditional core values?

I used Margaret Bloomstein's brand cards to find the adjectives that defined our voice.

➡️ We are HUMAN & HUMBLE, but not GENERIC.

➡️ We are CONTEMPORARY, yet HAVE TRADITIONAL VALUES.

➡️ We are WELCOMING, but not MAINSTREAM.

➡️ We are TRUE LUXURY, but not OSTENTACIOUS.

➡️ We are TRANSPARENT, but not OBVIOUS.

Tonal map

Touchpoints Tone should be Example

Social Media Informal, inviting & aspirational "Handwoven carpets of hope: a one-of-a- kind rugs woven by prison inmates.

Posters, post cards Minimal, simple & clear "Our store is now open."

Digital & Print Ads Aspirational (not superior) "Enliven your spaces with handmade rugs."

Website Direct & artistic "Woven stories"

Newsletters Experiential, Informative "Each rug is unrepeatable; each piece is a work of art."

User insights

Jaipur Rugs' primary target audience is between 30 and 50, with the majority comprising Individual entrepreneurs (25%), people working in the private sector (12%), high-net individuals (10%), and Interior designers (14%).

Find the complete mapping of users here.

The colour story

➡️ I brought the colours from our artisans' villages to our brand books. The primary and the secondary colours represent countless stories our researchers collected from the remotest corners of Rajasthan.

➡️ Since the brand did not have a standard primary hex code, I undertook this activity as my first task. I put together a colour system with designated primary, secondary and tertiary colours.

Find the rest of the deck here.

The Social Bulletin

I planned the content and design for Instagram stories, posts, reels, and WhatsApp communication.

➡️ Tone: We maintained an informal, inviting and aspirational tone for our socials. Doing so helped us connect with a younger, more aspirational audience with the potential to be future buyers.

➡️ Impact: 50x growth in followers on Instagram, 15% on Pinterest, and 20% on Facebook over 1 year.

Posters, postcards.

Jaipur Rugs uses postcards and posters for retail communication as well as to keep in touch with customers. To keep the messaging clear, we used a more direct, shorter & simpler language irrespective of the context.

'Visit us' postcard designed for Jaipur Rugs' Milan Store.

Print media

I designed monthly catalogues, brochures and lookbooks that catered to the design preferences of varied architects, designers and interior decorators. These print media took carious forms and catered to a multitude of audiences - from showcasing generic rug collections to curating and clubbing art forms and interior styles.