They not just nice… they’re lovely. The Lovely Rug Co was the brainchild of Anicca Solutions, a real web shop designed as a training environment for web company staff so that they could experience running an online business to better understand the client experience (and also earn a few bob). The principle was great, all it needed was an online identity that would make it stand out from the crowd and give it every chance to succeed as a real business. The name, the look and the attitude was all created as en extension of the products they sell – ethically sourced, british only rugs. The execution; not too feminine, not too masculine, eye catching and memorable. The new identity ticked all the boxes and the business is thriving.