Tiling the outdoors with brand-level ambition.

The brief: take an overlooked commodity—outdoor tiles—and turn it into India’s next design-led materials brand. Istaka’s founders came in clear-eyed: don’t join the category, redefine it.

Lazy Eight ran the full zero-to-one sprint. Naming that hits like stone on stone, an identity grid that borrows from paving joints, and a texture-forward palette that you can almost feel through the screen. Every touch-point echoes material honesty—debossed business cards, grain-rich brochures, kraft-lined shipping boxes.

Digital had to match the heft. We built a web app, not a brochure: thousands of SKUs, real-time filtering, AI-powered colour matching, spec-sheet downloads in two taps, and a headless CMS that feeds ops as cleanly as it feeds design inspiration.

Today Istaka reads less like a tile vendor and more like an outdoor-surface authority. A challenger brand engineered to lead—where tactile craft meets tech infrastructure and proves that even stone can move fast.