The Branding Agency for the uncompromising.
Every brand wants attention. Few earn aspiration. We build the few.
Brand strategy that finds truth. Logo design that carries meaning. Packaging design that commands the shelf.
Trusted by Tata, Godrej, Mahindra, & Marico. Built in Mumbai. Recognised far beyond.
Brands we've built. Words they've shared.
“YF team brought the creativity, deep knowledge & consumer outlook in designing our Tata Sampann packaging. It was a pleasure and we will collaborate on multiple projects with them.”
Aishwarya Gupta / Tata Consumer (Mumbai)
“I can confidently say AURIC is the best Brand Name with great recall value. The Packaging Design stands out on the shelves and in the minds of consumer. The design capabilities & sensibilities are outstanding.”
Deepak Agarwal /Founder & CEO, Auric (New Delhi)
"Working with Yellow Fishes on the Antara Jewellery logo and brand guidelines was a fantastic experience from start to finish. We’ve received tons of compliments already. Highly recommend them.”
Ankit Gala / MD, Antara Jewellery (Mumbai)
“We particularly loved their ‘Brand Anchor Model’ which is a very structured process of Brand Strategy to arrive at various facets of the brand. They are passionate about what they do, and we loved working with them.”
Dr. Sarada Raghavan / Founder & Executive Director, Iryasa (Singapore)
“We are very impressed with the design output, and whole design process was nothing less than exceptional. We would work with them again and again, in a heartbeat. Working with YF is a breeze.”
Mohammed Liyaqhat /GM, Queen of India (Saudi Arabia)
“We got a compelling delivery, following a convincing design process, insightful references & creative recommendations. All interactions were timely and dedicated. They are a great team to work with.”
Aseef Kadir /Principal Designer, Mahindra & Mahindra (Mumbai)
Our Proprietary Tools
The Craft behind the Craft
BRAND STRATEGY
Every brand needs a fixed point. An immovable truth. The Brand Anchor Model is our proprietary brand strategy tool. A deep and unflinching discovery of what your brand truly stands for. Clarity that holds even when markets shift.
BRAND ARCHITECTURE
When one brand becomes many, complexity follows. The Brand Meridian Model brings elegant order to your brand architecture. It aligns your portfolio, clarifies relationships, and ensures every brand in your portfolio knows its orbit.
BRAND NAMING
A name is not found, it is caught. Our in-house brand naming workshop module takes you into deep waters where meaning, memorability, and market meet. We have named brands that now define categories. Yours could be next.
Our Services
Brand Strategy
We define what your brand stands for. We uncover positioning, values and what makes you different. Clear thinking, clear direction.
Visual Identity Design
The complete system: colours, typography, imagery, guidelines. Everything working cohesively, everywhere your brand appears.
Logo Design
Your logo is your brand's face. We design logos that are meaningful, memorable, and built to last. Simple, distinctive, yours.
Brand Naming
Finding the right name through our Let's Go Fishing module. Evocative brand names that fit, that stick, that work.
Packaging Design
Packaging design that earns attention on crowded shelves. With insights and research, we create designs that stand out and sell.
Brand Architecture
When you have multiple brands, we bring clarity. The Brand Meridian Model defines how they relate to the master brand.
What we believe
Aspiration is older than language.
Before words, we had reach. The auto rickshaw driver in Mumbai who watches the Mercedes ahead of him in traffic. He does not envy it. He aspires for it.
This is the human truth our work is built on. Aspiration does not ask for postcode, or permission. It knows one direction. Up.
So we build brands that sit slightly above the audiences they serve. Brand strategy that finds the immovable truth. Logo design that compresses meaning into a mark. Packaging design that earns the shelf. Brand identity that feels inevitable from the first day it appears. This is the craft. And the reason we remain a boutique branding agency in Mumbai, by choice, not by accident.
Made in Mumbai. For the World.
Great brands are not born, they are built.
By people who care too much, who obsess over details that others overlook. That's us, Mumbai-based. Global clientele. Unreasonably devoted to every brand we build.
Let's build something your customers aspire for.
Notes on design, strategy, and the work of building brands.
From our thinking
FAQs
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Mumbai is India's branding capital. The agencies most frequently cited as leading include Chlorophyll, DY Works, Elephant Design, Interbrand India, VGC, and Yellow Fishes.
Yellow Fishes, founded in 2013, is a strategy-led boutique branding agency in Mumbai. We work with ambitious startups and major corporates including Tata, Godrej, Mahindra, and Marico. Our practice is built on three proprietary frameworks: The Brand Anchor Model (strategy), The Brand Meridian Model (architecture), and Let's Go Fishing (naming).
What separates the leading agencies from the rest is craft obsession, geographical expertise, and senior involvement on every project.
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We are a boutique branding agency where senior strategists work directly on every project. No junior handoffs! We've partnered with Tata, Godrej, Mahindra, and Marico, as well as many ambitious startups. Our focus is singular: building brands people aspire to, not just choose.
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A complete branding project is a system, not a single artefact. A logo alone is not a brand.
A full engagement at Yellow Fishes covers five layers.
Brand strategy: positioning, purpose, personality, and the immovable truth that holds when markets shift.
Brand identity: logo, logo system, colour palette, typography, photography direction, and graphic devices.
Brand voice: tone of voice principles, naming conventions, and writing guidelines.
Brand architecture: how sub-brands, products, or services relate to one another.
Brand guidelines: the document that protects every decision when other teams take over.
Most projects extend further into packaging design, brand naming, retail or environment design, and digital expression. The scope depends on the stage of the business. A new venture often needs everything. A growing business needs the missing pieces.
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A logo is a mark. A brand identity is a system.
The logo is one piece, often the most visible, but only one. A brand identity includes the logo and everything that makes a brand recognisable across applications: colour palette, typography, photography direction, graphic devices, iconography, illustration style, layout principles, and the visual & verbal rules that govern how they work together.
A logo on its own cannot build a brand. The same logo, dropped into inconsistent typography, mismatched colours, and unrelated imagery, becomes invisible. A complete identity system makes a brand recognisable even when the logo is absent. That is the difference between owning a mark and owning a presence.
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Brand strategy defines what your brand stands for. It's everything, including: Positioning, Audience, Brand values, Personality, Differentiation.
It's the foundation before any design begins. Without strategy, you get pretty graphics (sans purpose). With it, every visual & verbal decision has purpose. Strategy turns companies into brands.
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Brand architecture defines how your brands relate to each other as a branded house, house of brands, or hybrid companies need it when launching sub-brands, acquiring businesses, or when their portfolio confuses customers. Our Brand Meridian model brings clarity to complexity.
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Logo design typically starts at INR 1.50 lakhs. Comprehensive brand identity (strategy, visual identity, guidelines) - INR 5 lakhs to INR 20 lakhs depending on the scope. It depends on the individual client requirements. Our services are bespoke. Every engagement begins with a scoping conversation.
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Logo design takes 2-3 weeks. Comprehensive brand identity projects run 8-12 weeks. Brand Architecture for multi-brand portfolios may extend up to 20 weeks. Every project includes multiple stages. We don't rush craft!
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Consider rebranding when your identity no longer reflects who you are or it misrepresents it. Businesses evolve, markets expand, mergers and acquisitions happen, or competitors modernise. However, brand equity is valuable. Sometimes a brand refresh protects recognition while upgrading perception. We help you decide which path fits.
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Yellow Fishes offers brand strategy, logo design, packaging design, visual identity, brand naming, and brand architecture. We use proprietary tools, The Brand Anchor Model for strategy, Let’s Go Fishing for brand naming, and The Brand Meridian Model for brand architecture. Based in Mumbai, we serve clients across India and globally.
