BHUTAN TEXTILES
This project is part of the textile component of the EU-Bhutan Trade Support initiative.
The first step consisted on creating a brand strategy which is the pathway towards the definition of brand values, brand universes, principles of engagement, philosophy and positioning. The process included a deep analysis of the assets created by Bhutan Textiles to date followed by a definition of the branding strategy through interviews, meetings and coaching with the team.
Bhutan Textiles was defined as a brand for the high-end market with a wholesale international strategy. A logo was developed along with a color palette and typography. The website followed as the main channel of the online presence geared towards building credibility for the brand and including all the tools for B2B interactions with the collective brand and the individual members.
The website development was a team effort done in pair with a local designer in charged of the implementation. Images and texts were selected infusing elements of the rich Bhutanese textile heritage, the weavers relation to nature preservation and the inspiration it can be to a world in need of balance.
BHUTAN TEXTILES
Bhutan Textiles aims to elevate the work of the collective with a singular respect for the cultures and people that make it and the life they breathe into it. Weaving happiness relates simultaneously to the makers and users of the brand.
THE COLLECTIVE NATURE
The weavers are spreaded throughout the country, working from home or in groups, each with specific style of weaving. More and more young social entrepreneurs, designers and associations are working towards creating bridges with local and international customers. The join forces to perpetuate ancestral knowledge by also giving their textiles a contemporary twist. The royal initiatives and interventions spearheaded by the Queen of Bhutan are the driving force in preservation and development of the age-old weaving and dyeing traditions in Bhutan.
Interwoven with all aspects of life, Bhutan’s textiles become a reason for interconnection in many ways.
By using and transmitting the recipes and skills of elders, the artisans deepen the connection with family.
By weaving collectively, by embracing tradition and expressing cultural identity through specific colors and patterns, connection continues with the weavers community.
By creating and offering unique and exceptional pieces, which are testimony to incredible savoir-faire and savoir-être the weaving community, Bhutan offers a new and welcome connection with the world.
DESIRED BRAND UNIVERSES
From a branding perspective Bhutan Textiles has the potential to live in harmony among diverse universes where the new consumers interact in search for meaningful well- made products.
•The textile community
•Fashionistas
•Nesters
•Lovers of natural fibers
•Art lovers
•People that care about sustainability
•Globetrotters
•Bhutan fans
BRAND VALUES
Cultural Preservation
Respect for Tradition
Transparency
Provenance
Feminine
Authentic
Intergenerational
Regenerative