Made to feel like home
Takio is a modern, craft-forward home décor brand bringing Indian home textiles into the present through contemporary design rooted in traditional craft. It was born from a gap founder Aayushi Shah kept noticing during her six years in the textile export industry. India has centuries of incredible craft, yet there was little in home textiles that felt designed for a younger, design-conscious generation. Even the name feels familiar. Takio means “pillow” in Gujarati, something soft, comforting, and always there when you need it.
Our first step was understanding the world Takio wanted to inhabit. We spent time with its story, its roots in Jaipur block printing, and the generation it was speaking to: people who grew up around Indian craft but wanted to see it feel fresh and relevant.
The identity draws from the founder’s own time spent learning from craftspeople in the region, particularly Gujarati Trajwa tattoos and the folk motifs she encountered there. These references became the foundation for the logo mark, where a series of dots come together to form the shape of a home. The logotype is deliberately simple, bold, and easy to read, with versions in different regional languages that bring the brand’s Indian roots into the identity itself. Together, these elements create a visual language that feels rooted in tradition without feeling stuck in the past.
