Case Study · Retail · Building Materials · Project
Oswal Granites & Tiles
Oswal Granites & Tiles - www.oswal.shop
A diamond mark built on the most universal of numbers - extended across a full retail brand system, a dealer sub-brand, and every surface of a granites and tiles showroom.
2021
Project year
7
Pillars in the mark
2
Brand expressions
Red
Dominant signal
The brief
§01 / Brief
Oswal Granites & Tiles stocks floor and wall tiles in every size, shape, and colour. In a category run on catalogues and price lists, brand character is rare - which makes it the opportunity. Oswal needed an identity that could live in the showroom, on a staff shirt, in a dealer brochure, and on the delivery truck without looking templated - plus a dealer-facing sub-brand, Shimaore, for trade activations.
The relationship
§02 / Relationship
A full identity and brand implementation engagement: master mark and symbol system, colour and typography, and a comprehensive rollout covering the showroom, trade brochure, uniform system (shirt, polo, cap), rollup banners, A-board, dealer lever arch files, branded diary, and vehicle livery.
The mark
A diamond holding seven pillars.
The Oswal mark is a diamond containing vertical pillars - tiles stacked, foundation columns, gemstone facets, all readable in one form. The seven pillars reference the most universal of numbers. The diamond shape gives premium retail credibility. The two-tone mockup - flat red above, warm wood-textured below - shows the mark holding at both the signage scale and the material finish scale.
- 01
Diamond form
Premium retail positioning - the gem shape signals value and quality appropriate for a materials retailer competing on finish and aspiration, not price alone.
- 02
Seven vertical pillars
The most universally resonant number across cultures and disciplines. Also: tiles viewed edge-on, structural columns, foundation stakes - multiple readings appropriate to the building materials category.
- 03
Red
Dynamism and energy - contrasted against the neutral conservatism of most building materials brands. Claims territory visually before a product is seen.
- 04
Forward arrow
Future-positive direction - the mark is in motion, not standing still. Signals a brand with ambition, not just a product catalogue.
The work, in parts
§03 / Scope of engagement
01
The diamond mark - pillars inside a gem
A diamond containing vertical pillars - tiles stacked, structural columns, and gem facets all readable in one form. Seven pillars for the most universally resonant number.
02
Red as category signal
Red for dynamism - a deliberate contrast to the neutrals of the building materials trade. The forward arrow after the wordmark adds directional momentum.
03
Shimaore - the dealer sub-brand
A separate identity for the retail activation layer - on the uniform back, delivery vehicle, and dealer rollup. Two identities, one origin.
The work, in pieces
From the crest to the merchandise.
A selection from 2021–2026. Every artefact derived from one master visual system.
Scope of engagement
One brand system,
across 9 categories.
- Brand Identity
- Logo Design
- Sub-brand Design (Shimaore)
- Trade Brochure
- Staff Uniform System
- Showroom Display
- Dealer Stationery
- Vehicle Livery
- Brand Implementation
“A diamond holding seven pillars - a mark that reads as premium retail and building-industry credibility at the same time.”
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- 01
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- 02
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- 03
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- 04
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