Business Design for a new homeware brand
The Bharat Floorings Group is the leader in quality cement floorings — a reputation held for over 90 years. In 1922 Bharat pioneered the cement tiles industry in India as part of the Swadeshi movement as a contribution to India’s economic independence by producing tiles of international quality to replace imports.
Over the decades Bharat has laid some of the best-known floors in India’s landmark buildings: from palaces of Maharajas and Raj Bhavans to prominent residences, hotels, hospitals, clubs, offices, factories, co-operative housing societies, educational and religious institutions, airports, railways etc.
As a part of the brand's expansion, we are working closely with BFT to create a new homeware and lifestyle brand.
Over the years, BFT has created a unique visual language for itself — from its traditional heritage tiles to its collaboration with contemporary artists and designers.
Saurav Roy has done stellar work for our brand, Bharat Floorings. As a 98 year old company, we first turned to him to reinvent the brand, which he did with a beautifully designed logo, website and other branding materials. Over a period of more than 10 years, Saurav was instrumental in developing both strategies for the brand, as well as executing them in the form of the various marketing collaterals required. It was great to work with him as he was a one stop shop for our brand, right from ideation to execution. Saurav’s capabilities extend to marketing materials, websites, exhibition design and stationary. But where he really shines is in depth of strategic thinking that he brings.
- Firdaus Variava, Vice Chairman, BFT
The principle idea behind the homeware brand is to bring the ethos, approach, and values that BFT has into a completely new product category.
The process started with defining the purpose and what would drive us as a collaboration to build this brand successfully.
We defined what characterizes a BFT home, what makes it unique and why would someone choose a BFT home product over the countless products that are available? As the brand is an extension of the BFT parent brand — the unique character of BFT tiles and products are their handcrafted process — became a pivot point for the brand. The design, development, and production became a collaboration between traditional crafts and the BFT design aesthetic.
Using the BFT patterns and design aesthetic — we worked closely with VISHH to develop these through crafts processes across India. From block prints to marble engraving, the process became a lively collaboration.
The brand was revealed as part of India Design 2020 to start getting feedback from customers and the audience. The initial range of products created also was part of a distinct brand DNA which now allows us to develop a process and methodology for ongoing product development.
As we build the brand further, we look forward to collaboration with talent across the country and to do our part in helping preserve our craft traditions.