Purposeful Design & Storytelling

The design sensibility at Freedom Tree is more than a concept; it’s a manifesto for happiness and the courage to be unapologetically yourself. The brand’s ethos is synonymous with fresh colors and bold prints, seamlessly transitioning from the designer’s drafting sheets onto fabric, furniture, apparel, ceramic dinnerware, and cupboards brimming with curiosities. Every creation is born from a deep exploration of meaning and compelling storytelling. Conceived, crafted, and made by hand, Freedom Tree’s work is a collaborative co-creation with master craftsmen, embodying the artistry of many hearts and hands. Staying true to its belief in “Good design every day,” Freedom Tree brings the joy of living to life through the essence of the “Happiest Home Store.”

Creators with Artistic Souls

Our first artworks are a labor of love, an expression of the young graphic and surface designers within the Trend and Color design practice at Freedom Tree. The print language is guided by our core design principles, striking a balance between strong lines and abstract ideas. Tropical traditions are woven into a storied narrative, reflecting an interpretation of our cultural zeitgeist. Childlike naiveté in approach and form is encouraged, as it embodies the purity of first thought and the integrity of original design. [Anything that becomes overthought or overworked is naturally set up for rejection.]

The textile designer is not the only printmaker. When the season arrives, anyone who wants to can take a shot at creating new lines—furniture designers, graphic designers, social media divas, and interior designers! A new and unconventional idea can spark fresh excitement. Designers are encouraged to draw by hand, whether on paper or digital tablets. Despite the ready availability of digital printing technology, we often choose final production through hand screen prints. “It feels more real; it has more depth,” they say. A group of designers collaborates to assemble a collection of sketches and drawings. The studio walls, even windowpanes and doorframes, are papered with printouts of sketches and ranges for review. Our textile designers then adapt and finalize the prints, ironing out the technicalities of fabric and production. All that is asked is that, in the end, the design possesses such timelessness and thought that it remains relevant for years to come.

New colors are introduced every season, while stable shades from past favorites continue to express the season or capture a cultural moment. Layers of color in prints or product brushstrokes create a unique and unexpected charm. Foreground figures are designed to either stand out or blend in, following a thoughtful plan. Interestingly, it is often the neutral tones or black-and-white negative spaces, rather than the colored areas, that are crucial to a design’s success. 

We have evolved artistic directions for printed textiles, experimenting with naïve coloring using kids’ crayons and paper cut-and-fold forms. These approaches make it easier to understand mass, volume, and scale (Senhur and Taram), ferns and seeds (Elae, Koza, Majuli), or a community of people collaborating by drawing and coloring the sum of parts (Keora and Crayon). Other designs are created through free-flowing brushstrokes, reflecting an innate freedom of movement.

Color is therapy

Emotive ranges are created in colors that not only complement past collections but also bridge gaps with newer ones, ultimately blending seamlessly into the homes of those who use them. The studio follows a scientific approach, utilizing the International NCS color system, while infusing it with an artistic impulse that transforms patterns onto various materials and forms. The prints themselves carry an energy that is freestyle in their color balance, whether through controlled geometry or imaginative narration.

Mechanics of Making

Printmaking on paper and textile has always been central to Freedom Tree. Our original designs begin as thumbnails, handcrafted through a mix of sketching, cutting, and rendering. In the final creation, we bridge modern and traditional styles, embodying the unique legacy of small-batch production in India. 

In textiles, our technical experts translate the designs into computerized digital forms, building layers of artwork and creating adaptations essential for modern screen-making. Once prepared, the designs are handed over to skilled hands and trained eyes—master craftsmen and women who have honed their trade through apprenticeship, blending innovation with tradition. The printing takes place on flatbed tables, where lengths of fabric are laid out, inks are mixed to achieve perfect colors, paste is applied to screens, and fabric counts and lengths are meticulously checked—all under the guidance of these indispensable experts, known as “Masters.”

Freedom Tree believes that stepping away from current design fads allows for independent thinking—an essential shift that puts the person we’re designing for at the heart of the process. At its core, there is a persistence of pattern and joyous color with universal appeal. This equips our most passionate fans, who seek eloquence in their spaces, with the tools of form and color to use their homes as a canvas. 

Some instinctively know where to place a spot of high color or a bold print, while others may need a little guidance and inspiration. Ultimately, however, it’s up to the individual to decide—free from the dictates of a magazine or a Pinterest post to be blindly followed.

Stay tuned for more updates on our brand legacy and print design stories.