Designers Gazal Bawa and Nayanika Bhatla combine hand-illustrated prints and graphic doodles onto textiles for your home

Born out of numerous car ride discussions to and from college between graphic and textile designers Gazal Bawa and Nayanika Bhatla, the brand IDAM has evolved over the last year from an idea to a full-fledged print and surface design studio that translates its aesthetics onto home and lifestyle products. The designers spoke to IFM 

 IDAM- Sanskrit- IDAM brand – graphics and hand illustrated designs

What is the design philosophy behind IDAM | What motivated you to create a label 
To us, it’s about putting a good concept into practice. We realised there was a void in the Indian market for good designs in the home decor category, barring a few premium brands. And with our interest towards print design and surface techniques, we decided to put all of it on textile-based products. It’s been a shared dream that we finally gave shape to.
It’s literally a matter of taking that first decision and the rest follows. We want to place ourselves in the nook and corner of every home.

Cushion – Idam brand Label – designing concept
woven fabric – Table cloth – designer prints and patterns

Tell us about your design process | To begin with, we follow a lot of trends and magazines to understand what’s in vogue. Then, we decide on themes. We build a mood board and colour palette for reference for motifs and textures. We also try on a lot of things for surface techniques, be it pin-tucks or ruffles, etc. We then follow it with a good mix of digital illustrations, hand illustrations and textures to complete the entire set of prints and patterns. It’s when we get the prints back from the printers that we decided on the trims and aesthetics of each cushion case and how it will look best in the entire range. Each product is unique as it has a story behind it. Be it a doodle in a diary or the fallen leaves outside our studio, or folk art that adorns the streets of India, we bring it all in an array of designs. It’s an attempt to give everyone a glimpse into our day-to-day escapades. The designs range from hand-illustrated prints and patterns to florals as well as the hand-crafted tie & dye techniques. We wish to bridge the gap between the modern and traditional using contemporary aesthetics and conventional techniques with the prerequisite of utility.

Bed – designer beddings – colors and hand crafted patterns - Impressions

What’s next for IDAM | To grow above and beyond the Indian market and be a part of the global design industry.

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