What Thought Over Design does

Thought Over Design is a brand strategy and design studio founded in 2013 by Anushka Sani and headquartered in Mumbai, India. The studio serves India's consumer brands and direct-to-consumer (D2C) companies, working closely with founders and leadership teams to translate business vision into brand identities, packaging systems, and creative campaigns. Over its 12+ year operating history, the studio has served more than 100 businesses, with a named roster including Nykaa, The Whole Truth Foods, Godrej Interio, Ugaoo, Hocco, HK Vitals (HealthKart), Plum, Luma Fertility, Loopie, and Pattri.

The studio's service portfolio spans brand strategy and naming, visual identity systems, packaging design, UI/UX design, creative direction and art direction, script writing and campaign development, illustration and editorial design, photography direction, environmental graphics and signage, and animation and motion design. It maintains an editorial content platform called The Journal that publishes design thinking, pop culture commentary, and interviews. Technology is not a productized surface: there is no proprietary platform, API, or app offering — output is delivered as professional creative services rather than software.

Thought Over Design operates on a project-based professional services revenue model with custom pricing per engagement and no public price list. Distribution is entirely direct: the studio acquires clients through founder and leadership relationships, supported by an inbound brief submission form, an organic content footprint (website portfolio, Journal, Instagram, LinkedIn), and earned media through design publications and business press features. The studio is small (11-50 employees), actively hiring across multiple creative and account roles, and runs as a founder-controlled private limited company with no disclosed institutional funding or parent entity.

Name

Thought Over Design

Legal name

Thought Over Design

Website

https://thoughtoverdesign.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mumbai-based brand strategy and design studio serving India's consumer brands and D2C companies since 2013. Specializes in brand strategy, packaging design, visual identity, UI/UX design, and creative direction for purpose-led businesses.

Ownership category

akta.pro rank

Product category

Brand Design Services

NAICS

Graphic Design Services (541430), Graphic Design Services (54143)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG), Creative & Brand Campaign Development (BPAFAAAB)

Keywords

• Brand strategy services
• Packaging design
• Visual identity design
• Creative direction
• UI/UX design

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Strategy and Design Services: Professional services revenue from branding, packaging design, creative direction, and brand strategy engagements with consumer brands. The studio works closely with entrepreneurs and leaders as long-term brand partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Thought Over Design is a brand strategy and design studio that helps entrepreneurs and consumer brand leaders translate business vision into distinct brand identities. Core offerings include brand strategy, visual identity systems, packaging design, UI/UX design, creative direction, script writing and campaign development, illustration, photography direction, environmental graphics, and animation/motion design. The studio positions itself as a long-term brand partner rather than a transactional vendor.

Product overview

Thought Over Design is a focused brand strategy and design studio based in Mumbai, India, founded in 2013. The studio offers a comprehensive suite of services including brand strategy, visual identity design, packaging design, UI/UX design, creative direction, script writing, illustration, photography direction, environmental graphics, and animation. Their approach centers on building brands with purpose and cultural resonance, working closely with founders and leadership teams. The studio operates as a tight-knit team and does not function as a social media or digital marketing agency, instead focusing exclusively on strategic design work. Notable client work spans consumer brands across food & beverage (Hocco, The Whole Truth, Pattri), health & wellness (HK Vitals, Nykaa, Plum), D2C retail (Ugaoo, Loopie), fashion & beauty (Feier, Nails Our Way), and technology sectors. The studio also maintains The Journal, an editorial content platform showcasing design thinking and industry insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Services Strategic brand consulting that helps entrepreneurs and leaders translate business vision into brand identities, including market positioning, consumer research, and brand architecture.
• Visual Identity & Branding Creation of brand identities including wordmarks, visual systems, color palettes, typography, and brand guidelines that define how a brand presents itself across all touchpoints.
• Packaging Design Design of product packaging across food & beverage, health & wellness, and consumer goods categories, spanning structural design, illustration systems, and print-ready artwork.
• UI/UX Design Digital experience design including website design, mobile-first interfaces, e-commerce platforms, and brand-led marketing sites.
• Creative Direction Art direction for photoshoots, campaigns, and brand communications, including casting, styling, and visual storytelling across digital and print media.
• Script Writing & Campaign Development Brand campaign concepting, scriptwriting, and narrative development for films, ads, and multi-channel marketing initiatives.
• Environmental Graphics & Signage Design of physical brand touchpoints including retail environments, ice cream carts, freezers, store signages, and point-of-sale materials.
• Animation & Motion Design Motion graphics, brand animations, and video endslate animations for advertising campaigns and digital content.

Quantifiable outcome

• Over 100 businesses served since 2013, including major Indian consumer brands

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and flagship.

• Jackie Shroff (for Ugaoo campaign)coreStrategic or Co-development Partner · 1 August 2025Jackie Shroff partnered with Ugaoo for a brand campaign. TOD conceptualized and created the 'Ugaoo Bhidu, Ugaoo' campaign, scripting five films and coordinating the photoshoot. Jackie Shroff embodies authenticity and connection to nature that echoes Ugaoo's brand values.
• The Whole Truth FoodsflagshipStrategic or Co-development PartnerThought Over Design has an exclusive long-term partnership with The Whole Truth Foods as their brand design partner and Chief Creative Advisor (Anushka Sani serves in this role). The studio is building a dedicated in-house team at TOD for TWT, working across branding, packaging, communications, and creative direction. This is their most significant and ongoing partnership, with multiple collaborative projects over 8+ years.
• NykaacoreStrategic or Co-development PartnerThought Over Design worked on rebranding India's leading beauty and personal care platform. Nykaa is one of their flagship enterprise clients.
• Godrej InteriocoreStrategic or Co-development PartnerStudio completed rebranding of India's largest furniture brand for home and office, representing a major enterprise engagement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Interbrand: Global brand consultancy offering brand strategy, naming, identity, and design services with India operations. Comparable to TOD as a brand strategy and identity provider but with global scale and enterprise-grade resources.
• Landor & Fitch: Global brand consulting and design firm with an established India presence, serving large consumer and enterprise brands on brand strategy, identity, and experience design. Competes with TOD for the same marquee Indian consumer brand briefs (e.g., Godrej) but at significantly larger scale.
• Pentagram: Global independent design consultancy known for brand identity, packaging, and editorial design across consumer and cultural clients. Comparable to TOD's identity and packaging practice, though operating at global scale and partner-led model rather than founder-led.
• Lippincott: Global brand strategy and design consultancy (part of Oliver Wyman) focused on brand purpose, naming, identity, and experience design. Comparable to TOD on the brand-strategy front, especially for purpose-driven positioning, though operating at enterprise scale.
• Wolff Olins: Global brand consultancy delivering brand strategy, identity, and experience design for large consumer and technology clients. Comparable to TOD on purpose-led brand building and identity systems, with global delivery capability that TOD currently lacks.

Direct peers

• BBH India (Bartle Bogle Hegarty): Global creative agency with an India presence known for integrated brand campaigns, creative direction, and brand-led advertising. Comparable to TOD on the campaign and creative-direction work (e.g., scriptwriting, brand films), but operating as a full-service creative agency rather than a brand design studio.
• Ray+Keshavan: India-based brand design firm (now part of Landor India) offering brand identity, packaging, and strategic design for Indian consumer brands. Directly comparable to TOD as a legacy Indian brand design peer serving similar FMCG and consumer clients.
• Elephant Design: India-based independent brand strategy and design studio offering branding, packaging, and communication design for consumer and corporate clients. Highly comparable to TOD as a fellow Indian boutique covering brand identity, packaging, and campaign work.
• Kestone: India-based integrated brand experience and marketing services firm offering events, brand activations, and experiential marketing. Comparable to TOD's experiential and brand-campaign work (e.g., Hocco retail, Ugaoo x Jackie Shroff) but with a heavier event-marketing orientation.
• Idiom Design Consulting: Independent Indian design and brand consultancy providing branding, packaging, environmental graphics, and strategic design services. Comparable to TOD as a multi-disciplinary Indian design firm serving consumer and enterprise clients across brand strategy and visual identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TODBlackboard
• Facebookfacebook.com/thoughtoverdesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thought Over Design