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Capel Rugs

A decades-long relationship produces award-winning product storytelling and a beloved American design brand.

A stack of Capel Rugs catalogs
Capel Rugs logo

This might be Capel’s 99th product catalog, and the 15th consecutive catalog we’ve designed for the company, but there is nothing staid about the 2016 edition. Featuring a fresh fashion-driven layout and chock-full of gorgeous room views and close-up product shots, the large-format catalog is a whopping 300 pages of inspiration. Available in print and online, the catalog is also easy to use, well organized and informative as it features useful tips, professional design advice and a glossary of terms.

Themed “Every Rug Tells a Story” the tome showcases the rugs’ rich colors and textures through closely cropped and top-down photography. We chose the large format so as to make the rugs appear as big as possible. Following this decision, we divided the catalog into eight chapters and designed it like a book. The cover, printed on heavy-weight Soft Touch paper for a velvety feel, features front and back flaps decorated with a pattern of abstract 99’s and quotes from editors and design bloggers. The 99 pattern was carried over to other marketing materials throughout the year.

We’d also like to state that no mules were harmed in the production of the catalog. We produced days of indoor and outdoor photo shoots for the catalog, but our favorite was the production of the editorial-inspired story: “Our Kick A** Story: The Decline of Mules and the Rise of Capel Rugs” which featured a real mule named Wilma.

Several Capel Catalogs open to different pages
Capel Rugs example with record player Capel Rugs example surrounded by furniture Capel Rugs example with decorative bowls A group of people photographing Capel Rugs
Hanging pages of Capel Rugs Catalog
Capel Rugs print insert