Branding The Breasties

The Breasties - Branding

Re-branding a Diverse Community of Those Affected by Breast and GYN Cancers


The Breasties are Not-For-Profit organisation that helps support, connect and empower those affected by breast and GYN cancers. What makes them unique is that they are inclusive and help you find your new ‘breast friend’.  We got to work with The Breasties to help strategise for their digital expansion and communicate their personality with a brand new identity system.



We are here to move mountains. WAHTMM.

This line is more than a slogan for The Breasties. It defines who they are. They believe that mountains are only placed in front of those who can move them. 

The Breasties visual brand identity resembles these moving mountains. Not as intimidating, tall and rigid structures but ones that flow and represent the highs and lows of a Breastie’s journey.

Bringing that ‘Breast Friend Energy’ with their Tone of Voice

Creating an Illustration Style that is characteristic yet easy to carry forward.

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh & Ishita Poddar

Introducing Tokenisation to the World of Livestreaming with Crater.Club explainer video

Introducing tokenisation to the world of Live Streaming with Crater.Club


We teamed up with India’s coolest new live streaming platform, Crater.Club, to create an explainer video for their latest offering. This new update allows viewers to buy and auction tokens of their favourite creators and even cash them in for some exclusive content or one-on-ones. 

Director: Vanshaj Kapur
Production Agency: Filmbaker
DOP: Bharath Parashuraman

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Branding a New-Age Cryptocurrency Club with Defy


Branding a new age Cryptocurrency exchange and club


Defy Brand advertisement posters
Defy badges
Defy t shirts
Defy is a Cryptocurrency exchange founded by the team behind Walrus Club. The brand aimed to revolutionise the Indian Crypto market by creating a platform with a strong social angle and enhanced user experience. We had the opportunity to work with Defy to define their brand strategy and create a visual identity that appealed to the youth of the nation.
Defy logo construction
Defy branding on bag
Defy advertisement billboard
Defy illustration construction
We developed a unique illustration style for Defy that incorporated texture to create a multidimensional feel. By incorporating a secondary colour palette with its own tints and shades, we are able to create illustrations that are vibrant and contrast well with the Green.
Defy Illustration
Defy colour palette
Defy NFT

Creating unique NFTs for the team

For each of the team members of Defy, we designed NFTs that were based on their personality.
Defy laptop stickers
Exploring the implementation of the Brand Identity Design onto User Interface
Defy Branding app screens
Defy Branding landing page
Typography rules

Creating a Tone of voice that is Witty, Relatable and Desi

Defy social media grid
Defy brand hoodies

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh, Ishita Poddar, Mehak Kapoor

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Re-Branding Healthy, Desi Snacks with Rewynd

Rewynd snacks

Re-branding a Desi, healthy snacking company


Rewynd, formerly known as Gulab Foods, wanted to reposition their brand in the marketplace. Most people knew Gulab because of their peanut oil and also associated their foods division into a ‘namkeen’ category. With the re-branded design, we were able to differentiate them as a fun, healthy and desi snack for all. As a result, we defined a strong brand value and character that offered them a premium look and was perceived as a high-quality brand.

Why Rewynd?

Because the brand is all about bringing back the healthy snacks of the yesteryears. Health fads come and go, but Rewynd is all about creating healthy, indian snacks with locally sourced ingredients with a twist.

Dil se Desi!

The visual language of the brand was designed to be a play off of retro aesthetics through the pattern design with an Indian touch.

Pop goes the Packaging

Rewynd chocolate mockup
Rewynd chatpatiboondi mockup
Rewynd spicymasala mockup
Rewynd blackpepper mockup
Rewynd Hingjeera mockup

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Packaging Design: Pragnya Venkatesh, Mehak Kapoor

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Re-branding Commtel into a Global Powerhouse

Commtel - ReBranding

Re-branding a Technology Company into a Global Powerhouse


Commtel came to us with the task of repositioning and rebranding. With over 2 decades of experience, they were transitioning to a technology-first company. Keeping in mind their solid values and a revitalised brand foundation, we crafted a new brand identity for them that essentially captured their brand values.

Engineering Intelligence; Making Connections

The core of our brand is our new tagline; Engineering Intelligence. These two words beautifully tie together what we do. 

Commtel builds the central nervous system of any project. The brand enables networks to connect and communicate with one another. It also learns from the data they collect and improves performance.

The Story Behind Commtel’s Re-branded Logo Mark

The logotype design was aimed to be an evolution of the previous visual identity.

We selected warm tones that complimented the original red of Commtel. 

Website design that represents a global vision and mission.
Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Branding & Graphic Design: Pragnya Venkatesh, Mehak Kapoor
UI/UX Design: Vanshaj Kapur, Tharanath Rai
Animation & Film Production: Filmbaker

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Co-Founding a D2C Pickle Brand with Homemade Love

Homemade Love

Co-founding an e-commerce brand selling ancestral recipes and memories


Homemade Love is a Direct to Consumer Business for pickles, chutneys, jams and powder mixes. It is co-founded by one of our creative directors, Vanshaj Kapur, along with his sisters. We wanted to keep it simple. The branding needed to be authentic and communicate their story.

The packaging design was made to be e-commerce friendly. This was done by using large watercolour illustrations of the ingredients with the product name sitting front and center. Moreover, on e-commerce platforms like amazon, consumers rarely look at the product name on the listing and make their decision based on the label. Thus, large illustrations and font sizes were used in the brand identity.
Tastes like mumma's love
made with pure oils, vinegar and love
An efficient e-commerce website design with integrated automations and email marketing.

With a visually rich and active social presence

homemade love social media feed
homemade love haldi doodh
homemade love immunity mix
Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Packaging Design: Pragnya Venkatesh, Mehak Kapoor
Photography & Art Direction: Tamanna Kinger

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Building Honest Real Estate with Speckles

Speckles - Branding

Building a Revolutionary Real Estate Brand


Speckles, a real estate brand, envisions building habitats to enhance their customer experience. They believe that building homes starts with telling the truth. With a promise for honesty and transparency, they aimed to build modern homes that were rooted in tradition. So, we partnered with them to develop their brand strategy and helped them build a brand that narrated the deep-rooted stories in its truest essence through their brand identity, website and brochures.

The Speckles Tag Line ‘Building Honesty’ clearly communicates our positioning. Similar to an infinity symbol, an incomplete circle represents change, action and open-mindedness.

Driven by inspiration from nature, the visual language of Speckles captures the textures and fractal patterns commonly found in our environment. Similarly, the brand logo used as a medium of storytelling, is designed to subtly reflect elements of nature.

With hand-drawn illustrations, Speckles follows a graphic style that reminds their users of books like ‘Malgudi Days’.
Patio by Speckles revives the tradition of Aangan from older Indian households. Therefore, it intended to build a community of families amidst lush green landscape. The objective was to design a brand that represented the ideology of the symbiotic living of humans and nature together in their conceptualised spaces.

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh

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A Fresh Take on Traditional Flowers with Hoovu

Hoovu - Branding

Re-branding a Startup with a Fresh Idea, Rooted in Tradition


Hoovu is a brand that caters to a forgotten market of traditional flowers in India. Run by two sisters – Yashodha and Rhea –  their mission was to reduce flower waste while allowing their customers to facilitate their own spiritual journey. We collaborated with them to develop a brand strategy and visual identity that promoted the idea of their innovative brand.

We worked with Yeshodha and Rhea, the Co-Founders, to reposition, rename and rebrand. Formerly called Rose Bazaar, the brand was commonly misconstrued as a Bouquet Floral business.

‘Hoovu’ translates to ‘flower’ in Kannada. It’s a word that is rooted in tradition and invites people to learn more.

The target audience being mostly people over 50, the brand needed to feel familiar to them. Our inspiration came from graphic design and art associated with ‘pooja’ like agarbattis, matchboxes and Raja Ravi Varma paintings.

Hoovu has a unique Visual Language and Illustration Style that carries the brand forward. With their Badges, the brand identity design clearly communicates their key values of being powered by women, farm fresh and affordable.

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh

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Re-Branding a Smart Solution with MyGate

Mygate - Branding

Re-branding a Smart Solution for Apartment Complexes


MyGate is an advanced security and community management app that simplifies everyday apartment complex living. We teamed with them to build on their existing brand strategy and created a brand identity that conveyed a unified visual language.

Through the brand logo design, the goal was to develop a smart branding solution that reflected the adaptability of the app to seamlessly work with societies and apartments of any size and kind.
With the use of a warm colour gradient and complimentary shades such as greens and purples, the re-branding focused on a fun, approachable and witty brand language. The aim was to easily explain the brand personality and make it an easy-to-approach brand.
The illustrations in the brand identity involved the use of simply styled expressive characters such as security and delivery personnels that conveyed the desired notion of a township.

Creative Director: Vanshaj Kapur & Pragnya Venkatesh
Visual Design: Pragnya Venkatesh

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Is your brand being misunderstood?

Is your brand being misunderstood?

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There are times when it isn’t easy to focus on the big picture. Sometimes it’s just a phase where as a company, you’re putting out so many small fires that the brand tends to be relegated to the back-burner. After all, if there are problems in the production line and quality control, it makes sense to put branding decisions to one side so all of your focus is on finding solutions.

The common thinking goes: what use is a brand, if one doesn’t have products to sell?

Unfortunately, the vice versa also holds true.

What good is a solid product line, if your customers can’t distinguish them from the competition?

The modern consumer isn’t just fickle. They’re also making conscious and subconscious decisions, from moment to moment, about the products they use. In a world where switching from one brand of cereal to another is as easy as scrolling down the Amazon page, standing out is more important than ever. 

Both parts of the production process are equally valuable to your business. Where the unique benefits and quality of your product are being judged by your consumer’s conscious mind; the typography, colour palette and presentation are attracting/distancing them at a subconscious level. 

So assuming you’re in the process of putting out all the small fires in the production chain, it can be a useful exercise to reevaluate your brand at the same time. Here’s a few aspects you can look at for starters:

1) Type

Type design is simultaneously the easiest and hardest element to get right in your project. Just the notion that how a word is written changes its meaning is hard to wrap one’s mind around. Time for a quick demonstration. Look at three examples below and notice how each one affects your notion of the kind of atmosphere at Hogwarts: 

Capture d’écran 2019-09-17 à 10.11.48

On first glance, each of the above typefaces inspires a different emotion.


The first one has an air of quiet authority and tradition about it. It isn’t flashy, lending it a feeling of ‘seriousness’ as if the people running Hogwarts want you to know that it’s a school for serious witches and wizards looking to perfect their craft.

The second one is more striking with an air of lightness. Like, it doesn’t take itself too seriously. It’s bold and out there. As if the professors are instilling you with confidence from the get-go. 

The third one is the most casual. The feeling you get is more of a summer camp than an institution. It’s a place for fun and magic and all the wonderful stuff you could achieve by bringing a bit of magic in your life.

None of these is the ‘wrong’ choice, per se. Because the decision to choose one typeface over the other is all about what you would like your audience to feel. If you were the Headmaster, you could very well want your audience to feel like your school of magic is a fun place. In which case, the third direction would get you closer to your goal.

Of course, this isn’t all there is to typography. There are decisions to be made about lettering, kerning and all the jargon that we, as a creative agency, are here to help you with. This is just to help you understand why agencies place such an emphasis on each aspect of your brand.

2) Colour

Colour plays an important role in how your brand is perceived. It isn’t a coincidence why most fast food joints have a strong red colour. It’s because red is a colour associated with hunger. Similarly, you never see blues and teals used in a burger joint, because it’s mostly used in the medical stream as a method of relaxing and calming the atmosphere.

Colours evoke feeling. They incite emotion. And it’s not any different when it comes to selecting colours for your business. Another thing to learn about design is that the symbolism of elements stack over one another. The colours you choose can be used to lighten the seriousness of your typeface or vice versa. As you add more elements, they interact with each other to create new meanings. You up for a quick demonstration? Perfect.

Yellow is the colour of happiness. It’s the colour of sunlight and joy and bright memories that leave you feeling a glow of warmth inside. Black is the colour of the dark, moonless night. It’s the absence of colour. But it also has connotations of ‘premium’ attached to it. Pairing them not only gives us a visual contrast, it gives us a metaphorical contrast as well. Light vs dark. Day vs night. The petal of a sunflower vs the infinite vastness of space. 

But which colour should dominate? 

Is Hogwarts a place where light illuminates the dark? Or is it a place where the power of night is brandished in broad daylight? Again, there is no ‘wrong’ answer here. It’s what you want your audiences to feel on a subconscious level that matters. And while you think about that, take a moment to notice how the tone of the ‘serious’, ‘traditional’ typeface is lightened by yellow’s presence. 

The typeface still has that power but seems a lot more approachable than before. This is how elements of design interact together to create new, more interesting meanings. Sure, Coca Cola and Ferrari use the colour red in their logos, but you would never mistake one for the other. The colour is just one part of a whole, the typeface is another, the logo yet another and then of course you have the name and so on. As you start making these little concrete decisions (playful type or serious type? primary colours or premium colours?) they add up to create what we call a Brand Identity.

Once you know your Identity, everything else falls into place. 

3) Consistency

As we approach the end of this post, let’s talk about one last thing. It’s well and good to create an Identity but the most important part is maintaining it. We like to imagine brands as people. Each unique in its own way. Do the same exercise with yours. Imagine your brand as a friend and think about how that friend would react in different situations. 

Would it make sense for this friend to react negatively to criticism? What are the values this friend likes to uphold? Maybe they’re outspoken about their values. Or maybe they like showing over telling when it comes to what their beliefs are. Again, as we’ve learned before, there is no ‘wrong’ answer here. But knowing the answers to each of these questions helps you figure out what your Brand is, and helps your Brand’s message remain consistent regardless of the platform. 

Because only when you’re consistent, can you start gaining someone’s trust. Every business card, email, packaging, web page needs to be consistent with your Brand’s identity. It should be something that feels obvious in hindsight because that’s how we make friends. We discover things about them slowly and link those things in our minds to build a picture of someone important to us.

Wouldn’t you like your Brand to be someone important in your customers’ lives?

Wouldn’t you like to have them think of your Brand as a friend?


Photo by explorenation # on Unsplash

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