We cover everything you need to build a brand today

The Hard Copy is a resource for people building digitally-native, multi-experience brands. Our promise is to keep you up-to-date with all that is new and noteworthy in design, product, branding and marketing.

Original case studies from Indian brands
Updates on the global brand-building landscape
Exclusive events

See latest issue of our free, weekly newsletter

Case Studies

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

sonata watch on a background of grey gears

Case Studies
- Product Design

How Titan’s Sonata Changed Brand Perception Through Design

A customer insight helped India's largest selling watch brand create a new product range that improved brand image and became a commercial success

Case Studies
- Brand Design
- Brand & Marketing

Licious: Rebranding for the Love of Meat

The meat brand has moved beyond its initial functional proposition, to an expansive identity that is about taste and a passion for good food.

Case Studies
- Brand & Marketing

How SuperBottoms Is Building a New Category

SuperBottoms, a sustainable cloth diaper company, is creating a new category, while holding off competitive threats from giants like P&G. In this case study, we look at how the company is achieving this through community building and lean marketing.

Tiffany Yellow Store Front Pop Up April Fools joke

Case Studies
- Brand & Marketing

The Tiffany Turnaround

As the iconic luxury brand delivers record results in 2023, we piece together its script for success

screenshot of Kirloskar Vasundhara home page with a leopard and a quote saying broken links can be changed, extinct species cannot

Case Studies
- Product Design

Doing More With 404

Environmental organisation Kirloskar Vasundhara’s new website uses dead links to tell you about species that once lived.

Case Studies
- Brand & Marketing

How Kuku FM got “non-English speaking” India to pay for subscription

With 2.3million paying subscribers, Kuku FM is busting the myth that a non-English speaking, non-metro audience will never pay for content subscription. We do a deep dive into their content and growth strategy

See all

Insights

Strategy, frameworks, updates, stories, interviews

Hand pouring gin cocktail from mixer into a glass with ice. Cut sections of grapefruit are set on a table in front of a lush green plant

Insights
- Design & Product

The Indianness in Indian Gin Design

The country’s gin renaissance is being spurred by homegrown brands who are embracing their Indianness in interesting ways.

Insights
- Brand & Marketing

Advice from Team Diageo for Founders & Brands

Shweta Jain, CBDO, Vikram Damodaran, CIO and Pradeep Jain, CFO, Diageo India, talk about innovation and the premiumisation opportunity in India.

Insights
- Brand & Marketing

Counter-Intuitive Brand Moves

Following Oatly's recent move to set up a site to address its haters, we do a round-up of other bold, counter-intuitive brand moves.

See all

Community

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

Installation of a peruvian derity made with everyday objects

Community

Why You Should Go to the Kochi Biennale 2023

THC Founder Meeta Malhotra goes to the Kochi Biennale and returns with many questions and some answers

5 images created using AI and one image of Bollywood actress madhuri dixit

Community
- Brand Tech

Choli Ke Peeche Kya Hain? Midjourney Has the Answer

While experimenting with image-generation AI, MidJourney, well-known designer Ayaz Basrai, asked it the existential question. The answer will surprise you.