Sandstrom Partners has recently created a new brand strategy and identity for Obeetee, a 92-year-old manufacturer of hand-knotted rugs from India.
Obeetee's expertise lies in creating the highest quality rugs more consistently-in both design and timeliness-than any other rug-maker. The company's products are woven in India, many in small villages with contract workers.
"The overall goal was to elevate the brand and add value to the rug purchase by providing insight into the quality-and the human element-behind these fine rugs," commented Jack Peterson, President of Sandstrom. "Here in the US Obeetee has historically functioned as a private-label manufacturer, so this was essentially the creation of a new brand."
Obeetee's passion is to create a thriving, sustainable economic engine for India's artisanal carpet craftsmen communities. But sales were in decline due to the proliferation of machine/mass-manufactured rugs from China and other parts of the world.
"The new brand identity expresses Obeetee as the brand that provides the most authentic, highest quality and sustainable rugs to retailers and consumers who value both authentic design and sustainable global industry," Peterson explained.