Bharat Flooring & Tiles in one of our oldest client in India. Our ongoing design engagement with them was initiated with a branding program and today encompasses lively collaborations, design for their products and workshops conducted together.
BFT is a unique flooring company – 100 years old and was one of the companies that was linked with the Swarajya movement in India. They make handcrafted cement tiles which has its own unique character.
The design program was initiated with a rebranding program. The aim was to create an identity that ensured relevance for BFT as a brand today beyond just heritage sites. The new identity explored a mark from their early days and shortened the name to BFT.
The graphic language was derived from their tile designs and created a lively and vibrant look that is still fresh. A standardized system of marketing and communication collaterals were created to ensure a consistent look across all forms of communication.
Over the years – 6 years and counting – we have worked, designed and collaborated to create a wide range of collaterals that have helped them create their own unique space.
Our collaboration for their new tile range – Made in India resulted in a series of tile designs inspired by the rich culture of each Indian state. The result – a collection of tiles that dont just look great but also have a deeper meaning in the design.
With each BFT exhibition – we try and push boundaries of what an exhibition design can look and behave like and have great fun in the process.
BFT today is a highly recognizable and iconic brand that features in most new F&B or hospitality formats opening across the country. Our journey with them continues now to create integrated design and product systems that ensures they stay two steps ahead of the competition.
Made in India
Made in India Series is a tile range co-created by the designers at Idea spice and the team of BFT to celebrate the intricate beauty of India captured in the patterns and styles identified for each tile named after the diverse states in India. After a lot of research that went into identifying the forte and the unique social and cultural characteristics of each state, the same was entwined into tile designs to stand for what India truly represents!
DNA India had also awarded the series the Product of the Year in the Real Estate category.
The BFT Story
To capture the 100 year old heritage of the brand, BFT approached The Switch Studio to tell their story through a brand film. Switch Studio developed a unique visual style that is completely derived from the product itself. They also tested the design language further by shooting live action and worked with it as another element in our palette.
The film shares the story of BFT’s roots and how they grew from a handmade craft to a luxury product. They are now collaborating with fantastic designers and are a preferred product of top architects and discerning patrons. The film was released in their hosted events and showcased in Edida India 2018.
Paving The Way
Since it was an archival exhibition, we faced a lot of challenges in bringing it to fruition. While, the data researched by Past Perfect was a gold mine in terms of understanding the brand, its history and all that it had to tell. We collaborated with Past Perfect, SAHAS, The Switch Studio and Chatterjee & Lal to curate and transform decades of information of the heritage brand into a visual story through this exhibition.