Brand Creation

  • Rebecca Wright

Naming, strategy, identity, branding and packaging for TILT, a smart textiles company.

TILT is a pioneering smart textiles brand, from Welspun Global, which creates augmented reality products in a variety of sectors. The brand is a living entity, always weaving ideas and experiences, transforming everything it touches into something magical.
The logo is connected to an underlying grid, created from the warp and weft of an infinite loom. The letterforms integrate a number of connecting spools, evoking the sense that it is always switched on and generating new experiences.
The packaging and structure for an augmented reality duvet cover takes visual cues from relevant sectors: tech, toys and textiles. It sits comfortably in a number of retail environments, is sustainable and robust yet huggable.