By Ashwini Deshpande and Manav Kambli

Let’s revisit brands that were created/developed because of a pressing military need, or the environment of war

The toughest adversities aren’t often natural in origin. No one can obviously deny the impact of a raging hurricane or a devastating earthquake, but if we are…

By Ashwini Deshpande

I was rewarded with an HMT Suchitra 40 years ago, back when parents gifted wristwatches to their children on securing good marks in the 10th grade. However, a pang of disappointment coursed through me when I realised that it didn’t have a focus on function — the…

The following article by Ashish Deshpande appeared first in an interview in the Retail4growth magazine July edition, 2021.

“How many of us as designers go back to our stores after a year of operation and ask franchisee/store manager about the ROI from the store? It’s time we did that…

By Lata Sankaran

Sustainable Packaging

Heightened consumer concerns about cleanliness and hygiene have resulted in brands attempting new ways to build trust. Consumers need healthy reassurance when it comes to protection and safety. This has enabled certain trends that are non-sustainable and wasteful, even.

‘Single Use’ and ‘Non-returnable’ packaging, for…

By Lata Sankaran

Part II: Smart Packaging

The pandemic has converted many compulsive shopaholics and reluctant online shoppers into accepting the digital mode of interacting with brands. We now witness interesting ways in which technology is integrated with packaging.

In fact, it has become a strong enabler for brands to…

(“P” and “N” are kind of long-distance friends residing in two time zones 30 years apart. “P” stays at the year 2050 and “N” in 2018. These are few of the many notes ‘“P” wrote to ‘N”: )

By Partho Guha


Inspired from the book “Homo Deus” by Yuval Noah Harari

IIn the past, war used…

Elephant Design

Elephant Design is an award winning Strategic Design and Brand Consultancy with offices in India & Singapore.

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