The Creative Chaos Files
Notes from the studio floor.
Stories behind the brands we've built, the habits that get us there, and the culture we can't stop borrowing from. Written between chai rounds.
Latest noteHow do you brand a will without making it feel like a funeral?Making a will is an emotional journey, not a form. Here is how that one idea shaped everything we made for Gowilled.Read the note →More from the files
The stars came from the bricks: building a brand inside an old kilnMould is an art café in Ahmedabad, built inside an old brick kiln. We let the building do the talking.
Stitching a name: the story behind the Jod logoJod turns damaged textiles into one-of-a-kind patchwork. Its name means joining, so we made a logo that sews itself together.
Every touchpoint is the experience: designing for House of HridayaFor a supper club, the brand isn't on a screen. It's in the envelope, the wax seal and the place card waiting at your seat.
Why every idea starts on paperScreens make things look finished too early. Paper lets an idea stay messy long enough to become something nobody has seen before.
When the desk is too small, we use the floorEvery sketch, every option, every wild idea, laid out at once. Seeing it all side by side is how the strongest idea gets picked.
Desi isn't just cool, it's iconicHand-painted shop signs, temple colours, auto-rickshaw art. India has been doing bold branding for centuries. We're just paying attention.