The Branding Agency for the uncompromising. strategy that finds truth. packaging that commands. logos with meaning.
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.
Founder-led branding agency in Mumbai
Brands built to be desired.
Brand strategy, naming, identity and packaging for founders and brand teams. Since 2013, for Tata, Godrej, Mahindra and Marico, and for businesses building what comes next.
- Strategy first.Then name, identity and packaging.
- 4 to 6 weeks.For most identity projects.
- One working day.Our email reply time.
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 module, Let’s Go Fishing 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 find what your brand truly stands for. Not what you hope it is. What it actually is. Every decision that follows is anchored to that truth.
Logo Design
Your logo is your brand's signature. The mark that carries meaning across every medium. Simple enough to remember. Distinctive enough to own. Built to last decades, not trends.
Brand Positioning
Positioning is not about being different. It is about being the only. We find the space in the market, and in the mind, that your brand can own completely. Then we plant your flag there.
Brand Identity Design
Identity is more than a logo. It is the complete visual system. Colours, typography, imagery and patterns, working in concert across every touchpoint. We design identities that feel inevitable the moment you see them.
Brand Naming
A name is not found. It is caught. Through Let's Go Fishing, our naming workshop, we venture into deep waters where meaning, memory and market meet. We have named brands that now define categories.
Packaging Design
Shelves are battlefields. Attention is measured in seconds. We design packaging that does not wait to be noticed. It commands. From structure to surface, every element earns its place.
What we believe
Everyone, everywhere, wants to become more. So does every brand. Then the noise arrives, and the promise is forgotten by morning. We find the aspiration that lasts: the truth beneath the noise. Then we build everything around it. Strategy first. Design second. Never the other way round.
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. We work with founders and brand teams across India, the Middle East, Singapore, Hong Kong, the UK and North America.
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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Yellow Fishes is one of Mumbai's leading branding agencies. Founded in 2013 and led by its founder, it is a strategy-led boutique studio working with ambitious startups and major corporates including Tata, Godrej, Mahindra and Marico. The practice is built on three proprietary frameworks: The Brand Anchor Model (strategy), The Brand Meridian Model (architecture) and Let's Go Fishing (naming). What sets leading agencies apart is craft obsession, deep market knowledge and senior involvement on every project. That is how Yellow Fishes works.
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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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Scope decides the cost, not a rate card. The main drivers are how many brands and markets are involved, whether strategy and naming are needed before identity, and how wide the packaging range is. Every engagement starts with a scoping conversation. Write to us and you get a reply within one working day.
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Most identity projects take 4 to 6 weeks. A logo on its own can take 2 to 3 weeks. Brand architecture across several brands takes longer, up to 20 weeks. The timeline depends on how many layers the project covers (strategy, name, identity, packaging) and how quickly feedback comes back.
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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.
Enquire
Tell us where you’re headed.
Every enquiry is read by a person. We reply by email or WhatsApp, usually within one working day, with first thoughts on your brand.
hello@yellowfishes.comMessage us on WhatsApp
Mumbai, India. Working with founders and brand teams across India and abroad.
