Brand Identity Design

The challenge

Axminster Carpets required a full brand repositioning to strengthen its status as a leader in luxury carpet manufacturing for high-end homes and hospitality environments worldwide.

While the company's heritage was a significant asset, the brand needed to evolve visually to reflect its premium positioning and compete confidently in the global luxury interiors market.

The rebrand also needed to support the launch of a new carpet collection, ensuring the brand and product story aligned clearly and cohesively.

Our approach

Zavial developed a refined brand identity that balanced heritage with modern sophistication. Building on the company’s long history, we focused on elevating its visual presence while preserving the craftsmanship and authenticity at its core.

A distinctive red thread, sewn into the back of every Axminster carpet, became the central brand asset. This detail was used conceptually and visually throughout the identity system, creating a recognisable and ownable brand device. The red accent became a defining feature across communications, supported by structured pattern work that reflected the precision of Axminster’s weaving process.

To reinforce the luxury positioning, we introduced a more refined typographic system, evolving the original handwritten mark into a cleaner, more sophisticated script paired with a modern serif typeface. Premium print finishes, including gold and silver foils, were explored across brochures and marketing materials to elevate the tactile and visual experience.

Delivery

Zavial delivered a comprehensive rebrand and implementation programme, including brand identity development, marketing collateral, exhibition stand design and website user interface design. The brand launch coincided with the introduction of a new carpet range, creating a cohesive and high-impact market presence.

The rebrand strengthened Axminster Carpets’ position within the luxury interiors sector while retaining the authenticity and craftsmanship that define the business. The result was a distinctive and modernised brand that honoured its heritage while confidently projecting its future.

Website UI Design

Credits

Brand Axminster Carpets
Photography Matt Austin