Baya

With a design-savvy target audience of interior designers and stylish home-owners, the brand needed to be considered and command a mid-high position in the market. The Furtex team set about redefining the product range and reducing the retailer footprint. Meanwhile we focussed on understanding the customer segments and designing an elevated brand identity system. With trademark issues identified in major export markets, an entirely new name was also needed.

The name we created was Baya which was inspired from the incredible nests woven by the Baya Weaver bird. To us this was the perfect embodiment of the brand’s focus on distinctive design, natural fibres and handmade quality.

The identity is simple and elegant, featuring a woven ‘B’ which is used flexibly as a brand device. A focus was also put on using quality materials, print embellishments and storytelling to create a tactile and thoughtful brand experience.

Since launching into Australia and NZ, Baya has scaled considerably and has significant momentum behind it, especially amongst professional stylists, including a flagship showroom in Melbourne.