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Featured Stories

woman wearing ultrahuman ring with folded hands

Why UltraHuman Is Putting a Ring on It

With the launch of Ring Air, UltraHuman is vying for a place on your finger. What customer insights have they gained so far and how do they plan to compete as the market heats up?

iD Fresh Food: A Batter Way to Do Business

The fresh food brand has won over customers by building a DNA of innovation and consistently delivering on their brand promise.

Case Studies

Original, authentic case studies on growth and design from established and challenger Indian brands.

Who Designed the X Logo?

As the debate rages about the most shocking rebrand of the year, we uncover where the X logo really came from
4 Perfora toothbrushes in front of round mirror

Can Perfora Disrupt Oral Care in India?

Perfora is using design and unconventional marketing techniques to gain traction in the Indian oral care industry
Image of box of cards from Cards Against work launched by Plum

Why Plum Insurance Launched a Card Game

The game is a fun way to engage Plum‘s audiences, while staying true to its mission of positively impacting the world of work.
Range of yoga bar products on a pink bacground

Yoga Bar: A Contrarian Growth Story

While many of the founders’ decisions go against the typical consumer brand playbook, their bets have paid off.
Young Woman Selling Clothes at a Shopping Mall

How Dukaan Aims to be India’s Shopify

After seeing significant traction among MSMEs, the app is now attempting to lure away SMBs and fast-growing D2C brands from Shopify by offering better buyer & seller side performance.
Screengrab with images from Cred's Neopop design system in blue and black

How CRED Delivers a Unified Product Experience

Despite diverse offerings that range from UPI payments to romantic holidays, CRED manages to deliver a streamlined experience that doesn’t feel fragmented or cluttered. We find out how they do it.

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Insights

Strategy, frameworks, updates, stories, interviews

Ar india plane logo and seats

Thoughts on the Air India Rebrand

Hundreds of readers have written to ask for our view on the Air India rebrand. Here is why we think it was a missed opportunity.
Cartoon with man shouting

Logo Controversies

Would a well-known studio rip-off a competitor's brand identity in today's fishbowl world? Or is it more a case of cliches vs copies?
screnshot of barbie movie wirth pink billboard saying Real world this way

Repositioning Barbie

Barbie's journey from toy to cultural icon is a masterclass in marketing. With the upcoming Barbie movie, Mattel is attempting yet another shift in positioning.

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Community

Learn from the best creators in the world, get advice and inspiration.

Closed and open journal with pen and list of daily tasks

Bullet Journal by Leuchtturm1917

Lulu Raghavan, Vice-President APAC, Landor & Fitch, recommends you start your journalling journey with the Bullet Journal that has been described as “a mindfulness practice disguised as a productivity system.”
Wood and plastic shelves with perforations

Wall System by Honest Structures

If you're looking for a well-designed, flexible storage unit to help you get organised, this week's Tastemaker, Mohor Dahiya, Co-founder, Codesign, has a great recommendation for you.
Coolectible toy next to wooden carton

Street God Collectible Toy by Sage

Collectible toys are so much fun and Mira Malhotra recommends one that is a steal

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