The financial landscape is evolving, but are you tracking the right personas?
At Elephant Design, we've identified four distinct HNI archetypes reshaping India's wealth ecosystem in the modern economic landscape: Trailblazing Innovators, Legacy Stewards, Diaspora Wealth Creators, and Empowered Wealth Leaders.
Our latest blog "The New Age of Wealth" explores how each group's unique cognitive biases and aspirations are creating new imperatives for brand experiences in the financial sector. We believe understanding these emerging mindsets isn't just interesting—it's essential for creating meaningful connections that bridge prosperity and purpose.
What wealth persona resonates with your brand strategy?
Helping KPN Fresh stay true to it's legacy & roots
Can a brand grow nationally while staying true to its roots?
That was the challenge we took on with Kovai Pazhamudir Nilayam, a beloved grocery brand from Tamil Nadu with a legacy dating back to 1965. As they prepared for pan-India expansion, they needed a new identity that could work across geographies without losing the trust they had built over decades.
Team Elephant developed a dual-brand strategy by retaining the original name in Tamil Nadu while introducing KPN Fresh for national markets. We crafted a refreshed identity system featuring a modernised mango seal, distinctive typography, and a vibrant colour language designed to work across Indian scripts, platforms, and retail environments.
The result is a brand that’s ready for new markets while staying deeply connected to its legacy.
Making Insurance Feel more Personal & Welcoming
Insurance can often feel intimidating or impersonal. For Mahindra Insurance Brokers Ltd., the goal was to change that, especially in Tier-2 and Tier-3 cities.
Team Elephant partnered with them to reimagine their brand Paybima into a smart digital hub that offers a warm, intuitive, and tech-enabled experience. From the physical space to the branding and customer journey, everything was designed to bridge the gap between technology and the human touch.
The result is a space that informs without overwhelming, guides without pushing, and supports customers through every step; from browsing to buying to post-purchase help. Clean layouts, friendly advisors, smart use of digital tools, and a clear, confident visual language all come together to make insurance feel more personal, accessible, and empowering.
Transforming Retail Design & Brand Engagement
How can a customer-centric, product-focused approach completely transform retail design and brand engagement?
At Elephant, we went all in—conducting extensive research, store visits, and interviews across India to uncover customer pain points. The result? A powerful retail design overhaul for Firefox Bikes Pvt. Ltd. that not only enhanced visibility and trust but also fostered community connections and boosted after-sales support. We’re all about building experiences that resonate and drive lasting impact. Ride into our case study to learn more!
How We Transformed Legatrix Nxt.
Compliance, Reimagined
When Legasis Private Limited approached us, we saw beyond a simple redesign—we envisioned a compliance revolution. In an era where regulatory complexity overwhelms, Team Elephant crafted an oasis of Intuitive Efficiency.
1. From Clutter to Clarity – We streamlined workflows and turned buried functions into automated ease.
2. Mobile-First, Empowered Compliance – Professionals can now manage compliance on-the-go, seamlessly.
3. Data That Speaks to Leadership – Customizable reports deliver insights that C-suites understand instantly.
This isn’t just a redesign—it’s a redefinition. The new Legatrix Nxt doesn’t just simplify compliance; it makes it effortless, actionable, and indispensable.
Safflola's Cuppa Oats
The most interesting design challenges live at the intersection of contradictions.
For Marico Limited Saffola's Cuppa Oats, we faced a fascinating paradox: How might we create packaging that feels indulgent and convenient while subtly communicating nutritional benefits?
This project required us to reimagine category conventions altogether. Rather than building from traditional oats packaging architecture, we observed how younger consumers interact with on-the-go food products. The result merges the bold visual language of convenience foods with Saffola's trusted health positioning—creating something entirely new in the process.
Link to the Case Study
The Elephant Story
When we moved to our own little studio 25 years ago, a very smart salesman sold dozens of coconut saplings to Partho. After learning what we do (Design), he assured Partho that in just a few years, we will get so many coconuts, that there will be no need of any other business!
We settled for planting a little over a dozen and managed to return the rest.
Cut to a decade later, we actually started getting our own generous crop of coconuts ensuring a couple of parties every year!
We are ever so grateful for those who nurture the trees, humans and cats with equal love at ElephantDesign
Transforming Retail Design and Brand Engagement
How can a customer-centric, product-focused approach completely transform retail design and brand engagement?
At Elephant, we went all in—conducting extensive research, store visits, and interviews across India to uncover customer pain points. The result? A powerful retail design overhaul for Firefox Bikes Pvt. Ltd. that not only enhanced visibility and trust but also fostered community connections and boosted after-sales support. We’re all about building experiences that resonate and drive lasting impact. Ride into our case study to learn more!
Elephant Innovates with Classmate™ Loop™
What makes a ball point pen stand out in a fragmented market? A design that connects with the core consumer.
With Classmate™ Loop™, ITC Limited and Team Elephant reimagined the ubiquitous ball pen, crafting a product with engaging features that truly resonates with students. The loop cap isn’t just functional—it’s playful, stress-relieving, and customizable. Designed with durable Thermoplastic Elastomer (TPE), Loop's™ thoughtful design pushes the boundaries of an everyday object, and turns the pen into an interactional gadget.
At Elephant Design, we believe even a simple pen can create lasting user connect. Curious to learn more? Visit our website and check out the full case study for all the exciting details!
Wenger Corporation's Lutefish™
Music knows no boundaries - and now, neither does collaboration.
Lutefish™, developed by Wenger Corporation, is a ground-breaking device allowing musicians to co-create across distances of up to 500 miles with ultra-low latency. Design team at Elephant Design took up the challenge to transform a breadboard prototype into a musician’s dream collaboration device.
The design solution, combines stability, intuitive usability and sustainable use in one sleek offering that enhances access and visibility. Vibrant accents provide a sense of nodal importance and ensure the device feels at home in every setup.
With Lutefish™, design has helped usher in a new era of remote music-making, where creativity transcends location and time zones. Dive into the full case study on our website to see HOW! Link in comments.
Elephant Design's latest Collaboration with Symphony Limited
Should water heaters remain health & safety concerns? Should they continue to be functional eyesores in otherwise tastefully designed modern bathrooms in our tech centred world? Working closely with Symphony Limited, we transformed the conventional water heater into the Symphony SPA™ - a sophisticated three-component water heating system that elevates all, health, safety and form-function.
The design team developed an innovative solution featuring a durable titanium tank, proprietary Puropod™ with 9-layer filtration technology to combat hard water damage, and user friendly gesture-based controller with customizable presets. The result is a highly differentiated product system with its contemporary circular design and ambient blue glow - it's a complete reimagining of the water heater. By addressing real consumer pain points around water quality, temperature precision, safety and aesthetics, we've helped Symphony Ltd create a new benchmark in the category.
Elephant Design's Innovative Installation at PDF 2025
Here's a sneak peek into our innovative installation at the Pune Design Festival 2025!
Our tech-forward reimagination of Edward de Bono’s Six Thinking Hats concept challenges us to solve the world's problems by shifting our mindsets. The installation symbolizes how each problem requires a different perspective, represented by a unique thinking hat.
Inspired by the tesseract, the installation features five mirrors on each face, allowing visitors to interact through an AR-enabled picture frame. As they gaze into the frame, they’ll see themselves wearing a different hat and adopting a new mindset. Kudos to the incredible Elephant team for making this vision come to life!
The Future of Luxury Brand Market
The future of luxury isn't in the $3000 shoes. It's in the $50 lip balms and the nano-influencers who market them.
At Elephant Design, we've analyzed how luxury's most significant transformation since ready-to-wear is unfolding. Our latest blog examines how heritage brands are navigating the delicate balance between tradition and innovation, as Gen Z prepares to influence one-third of all luxury purchases by 2030.
From innovative digital strategies to changing consumption patterns, discover our insights on how luxury houses are bridging centuries of heritage with the speed of TikTok.
Link to Blog
Ashwini at SGMark2025
Singapore Good Design Awards' exceptional judging criteria include Empathy, Ethics & Sustainability, Inspiration and Value, driving meaningful change for the user & the environment.
We are happy to announce that Ashwini Deshpande will join the jury of #SGMark2025 at the invitation of Design Business Chamber Singapore
Fonterra’s Pediapro - Packaging Design
How do you design packaging that bridges global scientific excellence with local cultural aspirations? At Elephant Design, we embraced this challenge with Fonterra’s Pediapro and its Sri Lankan brand Anchor, crafting two distinct packaging solutions for the progressive Sri Lankan parents.
For toddlers (1–3 years), we focused on trust and holistic growth, blending playful lion mascots with atom-inspired symbols to communicate nutritional science in an emotionally engaging way. For pre-schoolers (4–6 years), we introduced educational motifs and interactive elements to underscore the link between nutrition and academic readiness.
This dual strategy fused global expertise with local insights that enabled Pediapro to stand out on shelves, while building lasting connections with consumers. Read more on our website.
Elevating the Everyday Home Shopping Experience
How do you turn everyday home shopping into a delightful, confidence-building experience?
We partnered with Reliance Retail to transform Happy Living from a home essentials brand into a lifestyle catalyst. The challenge wasn't just about new visuals – it was about reimagining how millions of Indians interact with home décor.
Beyond a visual refresh, the team delivered a comprehensive packaging system that simplifies decision-making like none other. Our solution combines an elegant brand identity with intuitive packaging that guides and delights shoppers across their entire journey. Curious to take a peek under the hood?
Allana Group's Newest Pet Food Venture, Purrfeto
Every cat parent knows: humans don't own cats – cats own us. So why do cat food brands keep missing this delightful dynamic?
For Allana Group's newest pet food venture Purrfeto, we embraced this truth. Drawing from Italy's rich cultural heritage, we created a brand world that celebrates cats as they truly are – sophisticated, unpredictable explorers who occasionally grace us with their presence. Our design system features a bespoke logotype with subtle feline elements, a distinctive royal purple palette, and a Bengal cat mascot that speaks to modern pet parents. We know you're not just feeding your cats – you're catering to your home's true decision makers! Head to our website to read more, link in the comments.
Christmas Just Got Yummier!
Designing packaging for Elite Foods' Christmas Cake Range was like capturing the magic of Christmas. Festive cheer, shelf appeal, and premium charm—all wrapped into one!
Contemporary aesthetics, a unified visual system, and product-specific storytelling are the highlights of this packaging solution. Each pack not only celebrates the rich tradition of Christmas but also focuses on Elite’s time-honoured recipes.
From the indulgent Rich Plum Cake to the exotic Banana Pudding Cake, every detail on the packaging resonates with the festive spirit while ensuring the brand stands tall & cheery. Christmas just got tastier with this all-star collaboration between Elephant and Elite Foods Pvt. Ltd.
Elephant's Latest Trumpet - December 2024
Good design isn’t just about aesthetics; it’s about making a real impact on people’s lives and businesses. At Elephant, we believe design has the power to offer better lifestyles, greater control, and smarter solutions.
In Elephant's latest Trumpet (PD Edition), we feature three of our case studies that demonstrate how thoughtful product design can pave the way for transformative change. These are:
1. Symphony SPA™: Here, design differentiates a product in a crowded market by putting evolving user needs front and centre.
2. Lutefish™: Our solution bridges distances and helps musicians co-create seamlessly, no matter where they are.
3. ITC Classmate Loop™: Elevates a simple pen into a play-focused stress buster, resonating with its audience more than ever before.
Dive into these stories and witness the tangible, end-user-centric impact of good design: all in this edition of the Trumpet, hot off the press!
Symphony Spa™ - https://elephantdesign.com/symphony-spa
Lutefish™ - https://elephantdesign.com/lutefish
ITC Classmate™ Loop™ - https://elephantdesign.com/classmate-loop
Ashwini's IMPACT Win
Leading the pack, year after year!
We celebrate Ashwini Deshpande yet again for being recognized as one of IMPACT Magazine's Most Influential Women 2024 — for the 10th year in a row! A decade of brilliance, resilience, and unparalleled leadership in design and branding.
Here's to shaping the future, inspiring the industry, and setting new benchmarks - Every. Single. Time.
