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Amantyle

Renamed and rebranded a family tile business going online: Aman Trading Company became Amantyle, with a house-and-tile mark, a palette of slate, teal and cream, and patterns that run from business cards to the website.

The old Aman Trading Company shopfront: a long signboard above a roll-up shutter, with tiles and bathroom fittings stacked inside and out.

ThenAman Trading Company, the family tile business.

A wall of glossy teal finger tiles with a single tile missing, showing the bare wall behind

Challenge

Aman Trading Company was a family tile business on its way to becoming an online tile company in India. It wanted a new name and logo for a younger audience, millennials and Gen Z, and a brand that stands for what its buyers value most in home improvement: premium quality, transparency and efficiency.

The name keeps Aman from the old company and joins it to tyle: style and tile in one word. The mark is a house with one tile tilted inside it, a comfortable space with a partition, and that same tilted tile is the l in the wordmark. It stays clean and legible at any size, and it becomes patterns, image masks and layouts for every touchpoint, from a business card to the website.

The tilted tile

Built tile by tile

  1. Aman Trading CompanyA family tile business, on its way to becoming an online tile company in India.
  2. The old line breaks"Trading company" comes apart, tile by tile.
  3. Aman + tyleThe new name keeps Aman and joins it to tyle: style and tile in one word.
  4. The letter l is a tileThe tilted tile lands as the l of the wordmark.
  5. The markA house with one tile tilted inside it.
  6. The patternThe mark becomes patterns, image masks and layouts for every touchpoint.
The dark pattern: slate and teal houses with a tilted tile, turned in four directions
The mark becomes patterns, image masks and layouts.
The old logo: Aman Trading Company

retaining Aman from the previous company name

uniting the concepts of style and tile

a comfortable space with the tilted tile/partition

Tilt

Straighten the tile

The l in the wordmark and the tile in the mark share one angle. Drag the control to 0° and the l becomes an ordinary letter.

11.6°

At 11.6° it reads as a tile, the same tile that tilts inside the house.

Shop to screen

From the shop sign to the screen

01 / 05

Blade sign

The wordmark, lit, on a black box sign.

A black box sign on a wall with the Amantyle wordmark lit in white.

02 / 05

Billboard

The billboard on the building front: a slate panel and a bathroom photograph, with the tilted tile cutting through.

A billboard on a building front: a slate panel reading Your Dream Bathroom Starts with Our Luxurious Marble Tiles, a bathroom photograph and the Amantyle wordmark.

03 / 05

Website

The website we designed, on a laptop: the wordmark and house mark in the header, a green tile hero below.

A laptop showing the Amantyle website: the wordmark and house mark, a navigation bar, and a hero of green tiles with a New Arrivals panel.

04 / 05

Social feed

Six posts in one feed: an offer, a tile collection, a tile fact, a team welcome, a marble pattern and pastel tiles.

05 / 05

Business cards

Business cards in black: the wordmark on one, a name, contacts and the tile pattern on the other.

Two black business cards: one with the Amantyle wordmark, one with a name, contact details and the tile pattern.

Then and now

Aman Trading Company became Amantyle

Drag the handle, or use the arrow keys.

The old Aman Trading Company shopfront: a long signboard above a roll-up shutter, with tiles and bathroom fittings stacked inside and out.
The hero: the Amantyle house mark and wordmark in cream over a wall of green vertical tiles beside a basin.
Then Now

Logo, palette and patterns

The system

One clean mark that stays legible at any size, and becomes patterns, image masks and layouts for every touchpoint.

The house mark on five round grounds: cream with a slate mark, a slate outline with a cream mark, teal with a cream mark, white with a teal mark, and light grey with a slate mark
The mark on five grounds

Pattern families

Patterns built from the mark and its tilted tile, for layouts online and offline.

The dark pattern: slate and teal houses with a tilted tile, turned in four directions
On slate: the mark, turned four ways
The light pattern: slate tilted tiles in offset rows on butter cream, with two of them in teal
On cream: the tilted tile, in rows

Logo masks

The logo can also mask images, so a tile's own texture takes the shape of the mark.

  • The house mark filled with terrazzo: a cream ground with pink and brown chips
  • The house mark filled with pale sage glazed tiles in a square grid
  • The house mark filled with dark olive glazed tiles laid vertically
  • The house mark filled with white marble and grey veining
  • The house mark filled with mint green scalloped tiles
  • The house mark filled with blush pink herringbone tiles

Palette

Slate, teal and butter cream, with white and charcoal.

  • Muted Slate Green#334646
  • Teal Green#417E7D
  • Butter Cream#F2EBDB
  • White#FFFFFF
  • Dark Charcoal#2C3333

Print, signage, web and social

In use

Cards, signage, the website, a billboard, a tile-wall image and social posts, all wearing the same mark.

Two dark business cards with the Amantyle wordmark and a tilted-tile pattern in gold foil, lying on a grey surface
Business cards
A black box sign fixed to a wall, lit from within with the white Amantyle wordmark
Blade sign
A laptop showing the Amantyle website: the wordmark, a menu, and a hero image of a green kitkat tile wall with a New Arrivals panel
The website we designed
A building-front billboard with a slate panel reading Your Dream Bathroom Starts with Our Luxurious Marble Tiles, a marble bathroom photo and the Amantyle wordmark
Billboard
The cream Amantyle lockup, the house mark above the wordmark, over a wall of dark green glazed tiles with a basin, soap dish and bottle
A green tile wall, with the lockup
  • Social post: Experience the new bathroom tile collection, a bathroom with pale glazed tiles and a pink bath, on a slate panel with the Amantyle wordmark
    New bathroom tile collection
  • Social post: Kitkat Tiles by Amantyle, blue finger tiles behind a mortar, bottles and a wooden board
    Kitkat tiles
  • Social post: a short note about mosaic tiles on a teal ground patterned with the mark
    Mosaic tiles
  • Social post welcoming Arun Kumar, Warehouse Manager: a smiling man in a blue t-shirt on a slate and teal house-shaped layout
    A team welcome
  • Social post: the white Amantyle wordmark over a striped dark and cream marble floor, with two hands touching the tiles
    Wordmark over a floor
  • Social post: Check out our pastel tiles, a pale pink tiled bathroom in a house shape on butter cream, with a large slate Amantyle wordmark
    Pastel tiles
Next case study Halesnax Rebranded a millet snack company: a bolder logo with a sprig in its H, the tagline Bite into nutrition, a colour for every pack with the ingredients on the front, the photography direction, and a gold-foiled gift box. Read the case study

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