A consumer picks up a product. They have, on average, three seconds before they put it down or put it in the basket. In those three seconds, they're not reading the ingredient list. They're not evaluating the font choice. They're forming an impression - a rapid, unconscious assessment of whether this product is for someone like them, at a price that makes sense, from a brand worth trusting. That impression is the job of packaging. And most Indian brands brief it as a design p

Most founders think they've done brand identity work when they've chosen a logo. They haven't. They've done one-seventh of the work. The logo is a mark. It is one element in a system and a system is what a brand actually needs to be recognisable, coherent, and commercially effective across every surface it appears on. The confusion between these two things, a logo and a brand identity system costs Indian brands in two ways: in the immediate cost of producing inconsistent, inc