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Tapi Carpets


The client is one of the largest carpet and floor retailers in the UK, and they see themselves as challengers to the dominant Carpetright. Therefore, they wanted sales branding that was radically different from their competition, and full of fun and personality, or ‘Tapiness’.




Development

We initially explored four distinct potential routes, before moving forward with a visual direction that expresses ‘bursting’ with positivity.

I used the Borsok font as a starting point for this idea, and enhanced the effect of the bubble-like forms by arranging them in a way which suggests restlessness, movement and overflowing. This would be used in headlines for promotional materials.





Illustration

I created a style of illustration for producing a variety of icons and graphic elements that would embellish the Borsok letterforms and photography. This was in line with another brand ideal of adding delight to the customer’s journey.










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© William Naish 2020