Madina Kasimbaeva, a renowned suzani master in Uzbekistan, decided to take her business to the next level and founded the brand Suzani by Kasimbaeva.

She came to us for an identity that would capture her character and individuality as a maker and also convey the essence and value of the craft behind the brand.

Suzani making is more than a tradition. It is a deep story bound up with silk and the symbolism of renewal. The concept was inspired by the metamorphosis of the silkworm, whose thread these pieces are made from. Just as the silkworm spins a cocoon to prepare for a new life, the suzani marks a girl’s passage into a new stage of life: marriage. This metaphor became the foundation of the brand’s visual language.

The brand symbol is a butterfly, embodying lightness, beauty and the completion of the creative process. At its center is a needle, the key tool of suzani making and an allusion to the name of the craft itself: suzan means “needle” in Persian. The logo is custom serif lettering, which brings refinement and traditional charm.

We focused on an identity that would support the brand’s unique pieces while staying restrained and minimal.

The butterfly with a needle takes center stage, and the palette was chosen to bring out the beauty and richness of suzani patterns. The minimal logo and identity create a contrast that keeps the focus on the work itself.

The identity was adapted for a range of applications, from packaging to branded materials. Its simplicity and economy make the brand easy to recognize and the logo a strong, expressive element.