Luabe is a handmade tufted rugs brand focused on custom, playful and contemporary pieces. The project aimed to move away from the previous name and visual identity, which felt generic and easily confused with other tufting brands, and build a new brand with a clearer personality: colorful, delicate, modern and approachable

For this project, I developed the brand’s visual identity foundations, including logo design, typography selection and a flexible graphic system for social media communication.