• Zachary Petit

Brand of the Day: Ruggli®, a Brand That Does Not Exist (Except in Posters)

We have a bit of a problem.

Our favorite new textile company, Ruggli® … does not actually exist.

As branding and communications designer Yianni Kouros writes:

RUGGLI® (not a registered company) started from the living room. Specifically, my living room. I spend roughly 3/4 of each day in lockdown working off the dining table. The other 1/4 from the couch. In front of the couch, is a rug.
“Wouldn’t it be cool to design a new rug?” I said in my head.
“Yes it would,” I replied.
Thus, RUGGLI® was born.

The results are equal parts conceptual hilarity and brilliant design. Ruggli® is part of a larger poster project that the Melbourne-based designer started in lockdown after his paid workload was majorly reduced. He designs posters for songs, albums, blank posters, and on and on—but it’s Ruggli® that has truly stolen our hearts.

A bit of the Ruggli® story follows below. Follow Kouros’ poster projects on Instagram for all the latest on our favorite brand that simply does not exist.


RUGGLI®_1: Living Quarters

"SOLD OUT!!! (not ever for sale). The second design for my (not real) collaboration with the (100% fabricated) brand RUGGLI®."⠀

"The company’s founder, Massimiliano Ruggliotti (not an actual person), once stated, 'To live, to breathe, to love—is to lay on a rug' (never said it)."

"Massimiliano Ruggliotti (not a real person), the Founder and Creativo Generalisimo (fake role) of the Milano-based rug specialists RUGGLI® (not a registered company), enlisted me (no he didn’t) to expand his flagship line of rug couture into this bold, new, typographic direction."

"Dangerous limited time offer (not real)🔥 For every RUGGLI® purchase, we’ll give you a free lighter to burn your sh*tty old rug."⠀

"The second in a series of three rugs featuring increasing levels of typographic untidiness."

"Enter code FREE-DELIV-RUGGLI at checkout for, you guessed it, free delivery on all RUGGLI® purchases this October (a fake offer for a fake company)"

"The third in a series of three rugs featuring increasing levels of typographic untidiness."

“Milano, Italy is the birth place of Massimiliano Ruggliotti (never born/not a real person), the Founder and Creativo Generalisimo of RUGGLI® (a 100% fabricated company). Growing up in Milano, he aspired to work within one of the legendary local fashion houses. At 8 years old, you would find him laying on the living room floor, dreaming of ideas. As the legend goes, one day the tiled floor was particularly cool to the touch, and that’s when his grandest idea struck him—‘I need to make warm rugs for little Italiano children like me to explore their wildest dreams.’ It set him on a lifelong path full of woven delights. We collaborated to create a series of three rugs focusing on locations pivotal to the development of Massimiliano and the RUGGLI® empire. He calls these maps ‘artistic impressions’ so you don’t judge his horrific handwriting and cartography.”

“Malmö, Sweden, where Massimiliano Ruggliotti (not a real person), the Founder and Creativo Generalisimo of RUGGLI® (a 100% fabricated company), would learn from the Master Ruggateer, Astrid Mattamästare. For three years Massimiliano studied Astrid’s revolutionary weaving techniques. As the legend goes, it was Astrid who encouraged Massimiliano to think of a rug as more than just a warm floor covering, instead, ‘Think of a rug as the most divine plane of existence—horizontal and woven.’ Like us, he still doesn’t know what that means, but damn could she make a rug.”

“Melbourne, Australia, is the final location in the journey of Massimiliano Ruggliotti (not a real person), the Founder and Creativo Generalisimo of RUGGLI® (a 100% fabricated company). While being born in Milano allowed him to dream, and studying in Malmö taught him the way of the rug, it was Melbourne that he would ultimately call home. As the legend goes, Massimiliano always joked about living in a location with one of the earliest timezones possible. Why? So he could create from the future.”

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