The brief

To bring the essence of 'transforming lives of families in Afghanistan' to the modern Middle East, in a way that is sensitive and contemporary.

Our approach

We decided on the story of 'Metamorphosis' and depicted the craft with the help of vegetable dyes used by the Afghani women to give the carpets their unique luster and the metallic thread that adds a distinctive, vibrant edge.

It’s a win-win. These aren’t works of art to hang in a museum–they are products to sell. We love working with Zuleya by FBMI because it’s social entrepreneurship in action.

If there’s one word we wanted to capture, it was "transformation".