Istaka®
Istaka was founded to challenge the way outdoor tiles are treated as commodities. In a category driven largely by price and availability, the ambition was not to participate, but to elevate. To build a materials brand that treats outdoor surfaces as a considered design system rather than a construction afterthought.
The mandate was to signal seriousness from day one. As a new entrant in a utilitarian category, Istaka needed to feel established without imitation, and premium without decoration. The system had to support physical tactility and large-scale operations at once, accommodating thousands of SKUs and technical specifications while remaining confident and restrained.
Our work focused on building the brand from zero to one as an integrated system. The identity draws directly from paving logic and joint patterns, grounding the brand in the physical realities of its product. This material-first language extended across packaging, print, and environments, while the digital platform was designed as infrastructure rather than a catalogue, enabling fast filtering, specification access, and scalable workflows.
The result is an outdoor surface brand that presents with authority rather than excess, balancing craft with operational clarity from the outset. For Lazy Eight, the engagement reinforced a belief that holds even in the most utilitarian categories: when brand thinking meets operational discipline, even stone can move with speed.
Istaka was founded to challenge the way outdoor tiles are treated as commodities. In a category driven largely by price and availability, the ambition was not to participate, but to elevate. To build a materials brand that treats outdoor surfaces as a considered design system rather than a construction afterthought.
The mandate was to signal seriousness from day one. As a new entrant in a utilitarian category, Istaka needed to feel established without imitation, and premium without decoration. The system had to support physical tactility and large-scale operations at once, accommodating thousands of SKUs and technical specifications while remaining confident and restrained.
Our work focused on building the brand from zero to one as an integrated system. The identity draws directly from paving logic and joint patterns, grounding the brand in the physical realities of its product. This material-first language extended across packaging, print, and environments, while the digital platform was designed as infrastructure rather than a catalogue, enabling fast filtering, specification access, and scalable workflows.
The result is an outdoor surface brand that presents with authority rather than excess, balancing craft with operational clarity from the outset. For Lazy Eight, the engagement reinforced a belief that holds even in the most utilitarian categories: when brand thinking meets operational discipline, even stone can move with speed.
DEL · DXB · NYC