Tufly is a handmade tufted rug brand that needed a visual identity from scratch, logo, brand guidelines, and a mobile shopping experience that matched the playful, bold personality of the rugs themselves. The goal was to build something that felt premium but approachable, with a distinct character that stands out in a market full of generic home decor.
Despite making rugs worth showing off, the brand had nothing to show them off with:
The challenge wasn’t just designing something pretty, it was building a whole visual language for a brand that didn’t exist yet.
Starting from zero, I built a complete visual identity and shopping experience around one idea, that a handmade rug should feel special before it even arrives at your door.
I started by building the visual core, a bold, rounded navy wordmark paired with a lime accent that’s impossible to ignore. Every decision was made to feel handcrafted but intentional, playful but polished.
The app needed to make browsing feel effortless, so I organized rugs into visual collections that guide the user naturally, without overwhelming them with filters from the start.
Every screen was designed to reduce friction, from the first scroll to the final order confirmation. No surprises, no unnecessary steps.
To make sure Tufly stays Tufly across every touchpoint, I documented the full visual system, so the brand can grow without losing its identity.
Logo, color system, and typography, built from zero into a cohesive visual language.
Every screen designed, homepage, menu, product catalog, cart, and order confirmation.
Rugs organized into themed collections, from minimalist shapes to nature-inspired textures and cartoon characters — making discovery effortless.
A full brand guidelines document so Tufly stays Tufly, no matter who's designing next.
By shifting from “perfectly curated” to “genuinely relatable,” the brand’s content finally felt human — and audiences responded. The key was blending lifestyle visuals with emotional triggers, community prompts, and on-trend video formats.
