Safomasi prints its travels into cloth.

Safomasi is a lesson in the print as a story. Founded in India in 2012 by the British–Indian couple Sarah Fotheringham and Maninder Singh, it makes illustrated textiles and homewares whose figurative, hand-drawn patterns tell stories of places they have travelled.

Its identity is the storytelling print. Safomasi organises its work into narrative collections — each drawn from a place, from Cappadocia to Mauritius to Devon to Japan — turning travel memories into cushions, quilts, throws, rugs, scarves and more. Sarah, an illustrator, draws the prints; the studio is in Delhi. A pattern that carries a place.

(Honest notes: Safomasi was founded in India in December 2012 by Sarah Fotheringham — the illustrator who draws the prints — and Maninder Singh; the name blends theirs (we treat the exact syllable split as reported). It is an independent, founder-led studio, designed from a Delhi base, with the couple UK-based since 2019, and made with artisans across India through screen printing, quilting and weaving (the finer production specifics come from a single source, so we hold them lightly). Its documented travel collections include Cappadocia, Mauritius, Devon, Japan and a safari theme — so we don’t invent others. It won ELLE Décor India design awards in 2013 and 2016. There’s no official brand hex, and we reproduce no actual print — these tones are an unofficial interpretation. This is design commentary and does not promote any product.)

Safomasi lives in a spice-and-peacock palette. Click a swatch to copy the hex.

Safomasi’s identity is warm, narrative and Indian — a spice, an ink, a peacock, a marigold, and a cream. The palette pairs a spice with a peacock — the register of a warm, illustrated print. It signals story and colour rather than novelty. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a spice with a peacock signals a storytelling print house. Safomasi’s world is a warm, figurative cloth. For designers, it is a reminder that a print with a narrative — a place, a memory — can be the whole identity. Because a mid spice can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: give the print a story; draw it by hand; build collections around place; and treat any single hex as unofficial.

The register is a storybook serif — warm, narrative, characterful.

Safomasi’s identity carries a warm, narrative, characterful spirit — an illustrated, story-led cloth. A friendly editorial serif captures the mood: it is warm and readable, the register of a house that tells stories. Set in a spice-and-peacock palette, the storybook serif feels warm and narrative — exactly the personality Safomasi carries. It is inviting rather than austere, mirroring a figurative print. (Safomasi’s real prints and wordmark are works we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a storybook serif spirit,” shown here in a stand-in. The type behaves like the brand: warm, narrative and characterful.

Safomasi stands for the storytelling print.

Safomasi is a lesson in making the print a story. A spice-and-peacock palette, a storybook serif and a figurative cloth make the storytelling print the whole brand — warm, narrative, Indian. The story is the differentiator. The differentiator is a hand-drawn pattern that carries a place and a memory.

For designers and brand-builders, Safomasi offers a clear takeaway: give the pattern a narrative. The lessons: give the print a story; draw it by hand; build collections around place; and be honest about the story. It is also a reminder to stay accurate: it was founded in 2012 by Sarah Fotheringham and Maninder Singh, its collections are drawn from real places, and it is made with artisans across India — the palette here is an unofficial interpretation. Safomasi made the story the brand — proof that a narrative print can be the difference.

Put to work, the identity is a story first. The spice-and-peacock palette sets a warm, narrative mood, the ink carries the text, the storybook serif reads like a caption to an illustration, and the print itself stays described, never copied. A designer building in this spirit would let the figurative idea lead — a layout that feels like a page from a travel journal, colour drawn from a specific place, imagery that carries a memory — and keep the typography friendly and readable so the story stays in front. The lesson Safomasi teaches is that a narrative can organise an entire collection: give each design a place and a reason, and the range coheres without a rigid system. As you borrow the approach, hold the record straight: Safomasi was founded in India in December 2012 by the British–Indian couple Sarah Fotheringham and Maninder Singh, its collections draw on real travels such as Cappadocia and Mauritius, and it is made with artisans across India — while the palette here is an unofficial interpretation rather than first-party values.

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