THE ELEMENTS

By Sakshi Saratkar

Research

30 tiles curation

White marble wall with a figure walking through a vertical opening

THE ELEMENTS catalogue: Nature, distilled into form. THE ELEMENTS responds to this shift.

THE ELEMENTS catalogue: Air, Fire, Life, Water, Stone, Earth

Marketing the 30 tiles

How these tiles go to market

This is not a brand campaign for tiles in general. It is a plan for the thirty SKUs in this catalogue: Travertino, Oak and Walnut, subway and KitKat in four colours, pill and bevelled tactiles, burgundy, Moroccan and motif patterns, Tropical and Botanical, marble and burgundy marble, anti-skid floors, Bellagio panels, and the terrazzos. One fact does most of the selling: sage, terracotta, dusty blue and beige run through wall, floor and texture, so a customer who picks a colour already has a room.

Social media pitch

Voice: sell the room, not the idea. Short, specific, a little playful. Name the tile, name the result, tell them what to do next. No slang, no emoji.

Still looking at 400 tiles and leaving with nothing? These 30 already match. Pick a colour. Get a bathroom and a kitchen that look designed. Collection launch

This is the backsplash people save. KitKat in sage, terracotta, dusty blue or beige. Same colour as your floor and your wall. Order the sample. See it on your hob wall this week. KitKat subway · Softness

Want the expensive bathroom look without Italian stone? Burgundy marble tile. One vanity wall. Guests will ask who did it. Burgundy marble & burgundy subway

Fewer grout lines. Warmer walls. Travertino 600×1200 gives you the spa bathroom people are booking designers for — at a tile price, and it can go on the floor. Travertino 600×1200 · Softness

Stop buying one pretty tile and hoping. Take a ready room: floor + quiet wall + texture + one statement. Eight combinations, already tested. Add all four in one click. The four-tile room

Want panelling in a wet bathroom? Bellagio does it. Four colours, three profiles, no carpenter, no warping. Feature wall, done. Bellagio Rect, Square, Bevelled

Sage. Terracotta. Dusty blue. Beige. Pick one colour and your subway, KitKat, floor and panels already agree. That is how you finish a renovation instead of stalling it. Colour system

Wallpaper that will not peel in a shower. Botanical print on top, charcoal Bellagio below. The powder room everyone photographs. Shop the pair. Botanical + Bellagio charcoal

Website collection pages

Shop by edition, not by millimetre. The site mirrors the catalogue: six doors, thirty product pages, eight finished rooms.

Softness edition Travertino kitchen — Softness

Movement edition pill terracotta bath — Movement

Colour edition diamond white backsplash — Colour

Character edition motif bathroom — Character

Permanence edition burgundy marble island — Permanence

Texture edition anti-skid colours — Texture

Page	Opens on	Sells
Collection hub	The six element photographs	Softness, Movement, Colour, Character, Permanence, Texture. Colour filter: sage / terracotta / dusty blue / beige. “Find a room” quiz. No product grid above the fold.
Softness	Travertino kitchen render	Travertino 600×1200, Oak, Walnut, ceramic subway 300×300, KitKat in four colours
Movement	Pill terracotta + black terrazzo bath	Pill tactile 150×300, bevelled tactile 50×200, matching subway 50×200, terrazzo black and white
Colour	Diamond white backsplash	Terrazzo Diamond White 400×400, burgundy subway and tactile, Bellagio in four colours
Character	Motif bath over white terrazzo	Moroccan geometric 300×300, motif 300×300, mixed Moroccan 400×400, arch geometric, Tropical, Botanical
Permanence	Burgundy marble island	Ceramic marble, burgundy marble 600×1200 / 300×600
Texture	Anti-skid colour grid	Anti-skid 600×1200 in blue, rust, beige, sage
Product × 30	In-room photograph + spec table	Size, thickness, type, colour. Completes with. Also in. Sample order. Area calculator.

Filters customers actually use: bathroom wall, bathroom floor, kitchen backsplash, small bathroom, kids’ bathroom, anti-skid, one statement wall. Not “300×600 matt ceramic”.

Social media content

Six weeks, one edition a week. Catalogue pages become carousels. Photography carries the product; the illustrated cover carries the campaign.

Terracotta subway kitchen carousel still

When	Format	What to post, using these tiles
Monday	Carousel	Three slides: the tile, one square metre with grout, the finished room. Week 1 Travertino. Week 2 pill tactile. Week 3 Diamond White. Week 4 Tropical. Week 5 burgundy marble. Week 6 Bellagio.
Wednesday	Reel	Light moving across KitKat, pill, bevelled and Bellagio. No voiceover. Texture is the only product that needs motion.
Friday	Reel	One bathroom, four colours: sage KitKat, terracotta pill, dusty blue subway, beige Travertino. Fifteen seconds. Explains the whole collection.
Sunday	Still / Stories	Real installs. Grout going in on terrazzo. Walnut planks on a kitchen floor. Caption from the pitch list above.
Ongoing	DMs	Send a photograph of the room. Reply with one colour thread and four tiles from this thirty. No other SKUs.

Campaign ideas

Pick a colour. We shall do the rest. The line for the whole thirty. Sage, terracotta, dusty blue or beige: subway, KitKat, pill, anti-skid and Bellagio already exist in that colour. A three-question quiz returns a thread, four tiles and a sample box.
After the Apple Store. Drawn from the curation argument: ten years of plain walls. The campaign pairs a grey apartment bathroom with the same room in Travertino, then in sage KitKat, then in burgundy marble. The thirty are the alternative, not an addition.
Prompt to Product. Users already typed “minimal and earthy with pastels” and “kids bathroom in blue”. Show the AI image beside a room built only from these tiles: sage subway + Travertino; dusty blue KitKat + white subway + anti-skid blue.
Launch as six drops. One edition a week. Softness first (the easiest sale), burgundy last (the talking point). The other twenty-four stay in the wings until their week.

Apple Store aesthetic: plain grey bathrooms and kitchens

Rich colour, wood, texture and decoration

Designer and architect communication

Spec Kit of the thirty only. 150×150 chips, divided by edition, laid as rooms not as a colour chart. Grout card included. Oak next to terracotta subway. Charcoal Bellagio next to Botanical. The box should open looking like a mood board.
Texture maps for the tiles that need them. Seamless files and normal maps for pill, bevelled, KitKat and all three Bellagio profiles. Tropical and Botanical as tileable 600×1200 maps so the print continues in Enscape. Designers specify what they can render.
One board per recommended combination, as a Figma and PDF, client-presentable as it is. Same eight rooms as the website.
Technical sheet per SKU: PEI, slip rating for the four anti-skids, water absorption, rectified or not, shade variation, lead time. Burgundy marble and Travertino need shade variation called out in writing.
A short session at the centre: “How to specify the Bellagio and the pill so the shadow survives the site.” Trade pricing and samples to site with a named contact.

Subway and tactile tiles grouped in store

QR codes and digital extensions

On	Opens
Product label	That tile’s page with Completes with already filled. One tap to order the 150×150 sample.
Edition panel in store	The edition film plus the two rooms that use those tiles. Book a consultation.
Tactile and Bellagio samples	A fifteen-second clip of light across that surface. The one thing a chip cannot show.
Recommended-combination shelf card	Add all four SKUs. Area calculator set to a 5×7 bath or a 10-foot backsplash.
Spec Kit	Texture maps, CAD blocks and technical sheets for the thirty. No email gate for verified practices.
Delivered box	Layout diagram and grout for that exact tile: 2 mm off-white on KitKat; beige grout on Travertino; white grout on Diamond White.

KitKat colour board a customer would scan

Combination shelf card with QR to add all tiles

Product comparison

Every tile in this thirty has a neighbour. Put them side by side so the customer does not leave the site to compare.

Decision	Choose this	If you need
Warm stone wall	Travertino beige	Ceramic marble, if the room wants cooler light and finer veins
Wood look	Oak 300×600	Walnut, if the cabinets are already dark
Colour on a wall	Ceramic subway 300×300	KitKat, if you want shadow; 50×200 subway, if you want a finer joint
Texture without pattern	Pill 150×300	Bevelled 50×200, for a tighter, more linear wall
Statement print	Tropical 600×1200	Botanical, if the room is already colourful and needs black and white
Floor, dry	Terrazzo white or Diamond White	Anti-skid in the same colour, for wet rooms, balconies, kids’ baths
Quiet luxury	Ceramic marble	Burgundy marble, if the room can take one loud surface
Architecture on a wall	Bellagio Rect	Bellagio Bevelled for more relief; Square if the wall is short

Every product page also carries a “not for” line. Glossy subway is not a wet bathroom floor. Tropical is not a small all-over wall. Walnut is not a shower.

Recommended combinations

Eight rooms, built only from the thirty. Each one is a floor, a quiet wall, a texture and an optional statement. Each gets a store panel, a web page, a QR and one Add All button.

The Quiet Bath in travertine — The Quiet Bath

Sage garden bath with tropical print — Sage Garden Bath

Handmade kitchen with terracotta and motif floor — Handmade Kitchen

Movement bath with pill terracotta and black terrazzo — Movement Bath

Kids bathroom in dusty blue — Kids’ Blue

Burgundy statement bathroom — Burgundy Statement

Diamond white kitchen splashback — Diamond Kitchen

Charcoal powder room with botanical print — Charcoal Powder Room

Room	Floor	Quiet wall	Texture / statement
The Quiet Bath	Terrazzo white 600×1200	Travertino beige	Pill tactile white on the vanity
Sage Garden Bath	Arch geometric sage	Ceramic marble	Sage KitKat + Tropical behind the mirror
Handmade Kitchen	Motif 300×300 rust and ivory	Oak 300×600	Terracotta subway 300×300 splashback
Movement Bath	Terrazzo black	—	Pill tactile terracotta, full height
Kids’ Blue	Anti-skid blue 600×1200	White 50×200 subway	Dusty blue KitKat; Moroccan blue in the niche
Burgundy Statement	Terrazzo charcoal	Beige Travertino	Burgundy marble + burgundy bevelled tactile
Diamond Kitchen	Walnut 300×600	—	Terrazzo Diamond White 400×400 splashback
Charcoal Powder Room	Terrazzo Diamond White	Bellagio charcoal, dado height	Botanical 600×1200 above the dado

Helping them choose quickly

Pick the colour first. Sage, terracotta, dusty blue or beige. Two thirds of the thirty step aside. What remains already matches: subway, KitKat, pill, anti-skid, Bellagio.
Then pick the room. Bathroom floor must be Travertino, terrazzo, Diamond White or anti-skid. Kitchen splashback may be subway, KitKat, marble or Diamond White. Statement prints (Tropical, Botanical, motif, Moroccan) are one wall only.
The four-tile room. Floor, quiet wall, texture, statement. Statement is optional. Printed on the hub, on every panel and in the quiz result.
Busyness score, 1 to 5. Travertino and marble are 1. KitKat and pill are 3. Tropical, Botanical and motif are 5. Keep a room at 6 or under. Two patterns do not share a room in this collection.
Space badges on every chip: bathroom wall, bathroom floor, kitchen splashback, wet area, anti-skid, small-room friendly. The customer filters themselves.
Kitchen stays quieter than the bath. Cabinets and counters are already competing. Default kitchen: Oak or Walnut + terracotta or beige subway. Save Tropical and burgundy marble for baths and powder rooms, unless the kitchen is the feature.

Sage, terracotta, blue and beige subway colours