The challenge was to produce a consistent brand all the way from packaging to product to retail for a company that, prior to this project, had never before progressed with its own retail format.
FITCH was asked by BILT, India’s largest paper manufacturer, to design a stand-alone premium convenience store for office supplies and stationery.
A key part of the strategy was to build a special relationship with B2B customers, and to be most convenient and relevant to corporate professionals.
FITCH therefore developed the big idea to position the store as “The Choice of the Professional” but available to all.
The result is a world-class brand and store that puts BILT in a strong position against the threat of Western brands like Staples and Office Depot.