Brand Identity
BFT Home
The Bharat Floorings Group (BFT) 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.
As a part of the brand's expansion, we are working closely with BFT to create a new homeware and lifestyle brand. A BFT Home is a celebration of the daily life. From the mundane to occasions, it seeks to create a more tactile relation with our products.
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. 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.
Credits
Design Team: Saurav Roy, Upasana Nattoji Roy
Client Team: Firdaus Variava, Komal Gilder
Product Development: Isha Punjabi