The median Indian consumer in 2026 is going to be Gen Z — curious, experimental, fluent in memes and Masala Dosa. They care less about legacy, more about values. They scroll past ads, but stop at brands that speak their language.
Branding in India is no longer just about aspiration. It’s about representation.
At Studio Sorted, we believe good branding doesn’t start with fonts or colours. It starts with clarity — on why your brand exists, who it’s for, and what difference it makes in the lives of its audience.
We’re sharing the strategic frameworks we use to build brands that aren’t just noticed, but remembered. From global models to real Indian examples, here’s how to think about branding for a new Bharat.
If everyone zigs, what’s your zag?
Marty Neumeier’s “ZAG” framework challenges you to define your brand’s radical differentiation. In saturated categories like tea, coffee, protein bars, or beauty — “better” isn’t good enough. You need to be the only.
Take Graza — a squeezy olive oil brand that turned a boring commodity into something cheeky and premium, all while standing out on grocery shelves. Or Imli Pop, a Sorted project that brought tamarind soda to life with comic-book mascots and unapologetic tang.
Your zag might be your story, your flavour, your price point — but you need one.
“Your differentiator is your truth, sharpened into a single sentence.”
Bain’s Value Pyramid breaks down what consumers truly value: from functional benefits (saving time) to emotional rewards (feeling seen) and life-changing impact.
In India, the sweet spot is blending utility with emotion.
Smash Guys, our diner-inspired burger brand, wasn’t trying to win on health or heritage — it won on boldness, nostalgia, and craving. The value wasn’t nutrition, it was indulgence, relatability, and joy.
Global inspiration? Oatly, whose packaging speaks like a person, not a product — building emotional value into every sip.
The more layers of value you hit, the deeper the loyalty.
Donald Miller’s StoryBrand framework flips the script — your brand isn’t the hero. Your customer is. You’re the guide.
We’ve used this to great effect in Welly Belly, a gut-friendly food brand built for parents sick of guilt-driven “health food.”
When you position your brand as the enabler, not the saviour, your audience feels empowered — not sold to.
Even if you’re a single-product startup today, growth demands clarity in your structure.
What sits under your brand? What’s a sub-brand? What tone does each piece carry?
We help founders build early architecture maps that evolve — so new launches don’t dilute the brand.
Example: OWN (Only What’s Needed) — a health supplement brand where we codified brand layers for upcoming product verticals and content campaigns.
Think long-term now, avoid chaos later.
Raymond Loewy’s design principle says: “To sell something surprising, make it familiar. To sell something familiar, make it surprising.”
Theka Coffee used this in its rebrand. While specialty coffee is often seen as elite, Theka stayed rooted in street culture — keeping its beer bottle packaging and desi language — but elevating the design with mascots, motion graphics, and better consistency.
M.A.Y.A is what keeps brands fresh and familiar.
Most startups design for “everyone.” Great ones design for “someone.”
Sorted uses the Three Circles method:
You build fandom with your first circle. The rest follow.
Whether it’s Gen Z, new-age parents, or regional language speakers — know their problems better than they do. Your clarity will shape your tone, style, and channels.
“You can flirt with the rest — but marry your core.”
India’s strength is its chaos — and its charm.
When we rebranded Theka, we didn’t strip away its street DNA. We elevated it. Gabru the mascot became a symbol of desi chill, packaging was decluttered but playful, and visual systems worked across stalls and franchises.
Your brand should feel like it belongs — not just that it looks cool.
Liquid Death and Paper Boat do this well too — different aesthetics, same cultural precision.
Are you the hype crew? The coach? The caregiver?
Sorted helps founders define this relationship early, so everything else — voice, campaigns, visuals — has a throughline.
Tone isn’t just a writing guide. It’s relationship made visible.
Modern brands are co-built with their communities.
OWN was developed with FoodPharmer’s audience. Theka’s rebrand considered what early fans loved most.
When you involve your audience, you build trust, advocacy, and early traction.
Even globally — think of Glossier, which built a skincare line from blog comments. Or Liquid Death, whose community memes are part of their brand DNA.
People follow what they help build.
The real trend isn’t aesthetic. It’s behavioural.
Your job? Respond to the reason, not just the trend.
We’re not copying anymore — we’re creating.
Sorted brands like Only What's Needed, Welly Belly, Juny's, and Imli Pop aren’t trying to look Western. They’re confidently Indian — blending story, relevance, and joy.
We believe branding isn’t about decoration. It’s about clarity. It’s how India 2.0 introduces itself to the world.
And if you’re in the middle of figuring that out —
If you're:
Book a Sorted Brand Clinic — a 1:1 session where we break down what’s working and what’s not.
✅ Free for female founders
✅ Limited sessions each month
📩 Book here → studiosorted.com/contact
