These rugs are often characterized with strong colors and medium to high pile. The Beni M'Guild produced the symbolic, dense rugs for multiple purposes in cold Atlas mountain climate. Often made in strong all natural colours. In some vintage pieces the dyes for the wool are made from plants, mushrooms and roots. The symbols of the rugs are original berber language and way of self expression, discovering themes such as fertility, birth, life and death.

Beni M’Guild refers to group of tribes, which was originally part of an even larger confederation called Oumalou, meaning people of the shadow. Name came from their home: they once lived in the northern slopes of the high atlas, whose tall peaks create shadows across them. Eventually the Beni M’Guild moved to the western part of the Middle Atlas, to lands rich in summer pastures