Founder-led branding agency in Mumbai
Brands built to be desired.
Strategy, naming, identity and packaging.
Since 2013, for Tata, Godrej, Mahindra, Marico and ambitious founders.
Featured work
Recent branding case studies.
What clients say
Said once the brand met its customers.
“YF team brought the creativity, deep knowledge & consumer outlook in designing our Tata Sampann packaging.”
“AURIC is the best Brand Name with great recall value.”
“We particularly loved their ‘Brand Anchor Model’ which is a very structured process of Brand Strategy to arrive at various facets of the brand.”
Also from Antara Jewellery, Queen of India and Mahindra & Mahindra. See all case studies
Our services
Brand strategy and design services
Every project starts with one decision: what your brand stands for. The name, the identity and the pack on the shelf then exist to prove it.
Brand Strategy
Find the one idea your brand can own, using our Brand Anchor Model.
Brand Positioning
Claim a clear place in your market and in your customer’s mind.
Brand Architecture
Organise your brands and sub-brands with our Brand Meridian Model.
Brand Naming
Names people remember and can say, found with Let’s Go Fishing!
Brand Voice & Messaging
The words, tone and messages your team and customers can repeat.
Brand Identity Design
Logo, colour, type, stationery and brochures, as one system.
Logo Design
A logo built to last decades, not a design cycle.
Packaging Design
Packaging that stands out on the shelf and on a quick-commerce screen.
Our proprietary methods
Built by us.
Proven on brands.
Three methods we developed ourselves. Each turns a hard brand question into a clear decision.
Brand strategy
Brand Anchor Model
Ten elements, worked in order, reduced to one idea your brand can own.
See brand strategy
Brand architecture
Brand Meridian Model
Reads your portfolio as one system, so every brand knows its role.
See brand architecture
See brand naming
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.
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, usually within one working day, with first thoughts on your brand.
Mumbai, India. Working with founders and brand teams across India and abroad.