To Take Indian aesthetics to the world, Tilfi wants to expand the scope of the brand offering to appeal wider range of audience . Tilfi wants their products to be forward looking both today & tomorrow. One reason why they have decided to introduce a new brand is to cater to a younger and more contemporary audience and a new set of global citizens. Tilfi believes the finest crafts created by the finest skilled artisans should not only be admired nationally but internationally too.
Tilfi’s existing audience are looking for very classical, artistic and traditional pieces which sustain both culture and craftsmanship of the land. The primary principal of the new brand will be innovation and intervention needed to keep the craft alive based on Tilfi’s three pillars - craft, community and culture.
The project had been orchestrated to execute branding for Tilfi's upcoming Contemporary apparel brand. The project initially included Visual Identity, Monogram, Color Palette, Brand Language and other Brand Assets. However, as the discussion between stakeholders progressing, there left skepticism between the Designer and stakeholders, provided suspicion about the solidity of specific brand elements. It eventually channelized to modify project deliverables. Refine Brand Core, Refine Brand Positioning, Brand Persona, Naming, Detailed Brand Guide and Communication Strategy were added to deliverables by virtue of previous discussions and impressions.