Understated luxury. Masterful design. Rugs that lie lightly on this earth. Created by Jodie Fried and Sally Pottharst, Armadillo is a designer brand driven by compassion, dedicated to philanthropy, and guided as much by ethics as by aesthetics.

Armadillo approached Seesaw to reposition and redesign the brand to align with its qualities of timelessness, heritage and handmade distinctiveness.

Project Details
Strategic Positioning
Brand Identity
Branding Guide
Tone of Voice Guide
Printed Collateral
Digital Marketing
Studio Anon

As Armadillo was B Corp certified (the first rug maker in Australia or the US to do so), the storytelling needed to reflect this balance between product and purpose.

The clean use of a timeless, natural and authentic typeface reflects the Armadillo brand today. The addition of an ‘A’ icon that sits within a window-like device represents – simply – a seal of quality and a home that each rug sit within. The colour palette reflects the honesty, earthiness and enduring beauty of the product range.