Conran and Partners designs tiles inspired by the natural world

Conran and Partners has designed a new tile collection for British Ceramic Tile, which has taken its inspiration from the natural world.

The consultancy has also branded and created packaging for Trace, named to reflect people’s desire to make a mark on their homes.

Branding features symbols, which represent different families of tiles. These can be seen on packaging where die-cut apertures in the shape of the symbols allow customers to look at and feel the tile surfaces.

The new designs fall into three categories. The Fractal designs feature “structured geometric forms”, designed to manipulate light to give what Conran and Partners calls “an ever changing look throughout the day”.


A Tactile collection comprises geometric structure with “an unexpected irregular relief”.

Meanwhile Linea is crafted from “natural flows and grooves” taken from organic forms.


Conran and Partners creative director Massimo Acanfora, says: “Trace is a collection of three dimensional patterned tiles inspired by the archetypes of nature and brought to life through touch, light and movement.”


Photography has been used to encapsulate the “a trace of lifestyle” proposition across branding and a mobile app has also been developed.


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