Notes from
the desk.

Design opinions, project observations and things that kept bothering me long enough to become an argument.

Field note / 01

Heritage is not an art style.

Why “Indian” branding gets trapped in nostalgia, and what to do instead.

Field note / 02

Packaging has to work before anyone reads it.

Shelf behaviour, silhouette, material and the first two seconds.

Field note / 03

A brand system should survive Instagram.

If the identity disappears the moment content starts, it was never a system.