Inside the Playbook

We don't believe design exists to decorate. We believe it exists to create business value. Sometimes business leads design. Sometimes design shapes the business itself. Our job is to help you strike the right balance between the two.

Here, we share our thoughts on brands, packaging, commerce, and consumer behaviour through the lens of the Indian market.

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When D2C Branding Meets Retail: Why Growing Brands Are Rethinking Their Packaging

Cookd founder explaining the rationale behind the packaging refresh, highlighting how consumer perception shaped the redesign decisions. Image credit: Cookd I came across an interesting reel posted by Cookd recently. It wasn't a glossy campaign or a dramatic brand film. It was simply the founder explaining why they decided to refresh their packaging. The video opens with a familiar retail scenario. A shopper picks up a Cookd product from a supermarket shelf, glances at the p

Cathy J

19 hours ago3 min read

The Case for Premium Sachets in India | Product Packaging Design Insights

I never thought I'd associate sachets with premium until I saw them on retail shelves in Thailand. What caught my attention wasn't the format itself, but how naturally it fit into the shopping experience. Sachets sat alongside full-size products across skincare, beauty, and personal care aisles. Consumers seemed to browse them just as they would any other product. Coming from India, that felt unfamiliar. Here, sachets have a long and celebrated history. They helped brands rea

Cathy J

2 days ago2 min read