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Matash: Then the brand has to be as careful as your grading.

Matash: We started with one sentence.

Matash: Then a mark that carries it: B and V as a delivery truck, with a leaf.

Matash: Then we put it on what buyers handle: the card, the tag, the crate.

Matash: Then we took it to Instagram, with carousels and Reels from the market floor.

Matash: In about 40 days of posting:

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Then it should look issued, not designed.

Matash: And the seal was already there.

Matash: Mysore has carried it for centuries. We redrew it like an old lithograph, among coffee leaves and cherries, and set it in a postage stamp.

Matash: The name sits under it, in Kannada and in English.

Matash: And the name stands on its own, between two rules, like the heading of an old document.

Matash: On every table, the same hand: a menu and two standees, drawn in the line of the mark.

Matash: Then the cafe itself, with Studio Nalmé, a premier earth architecture studio. They build with unique, local and sustainable materials.

Matash: The stamp’s arch became the doorways. Its blue runs through the room.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Then the brand should begin below the surface.

Matash: Layers of soil, held in a circle, in the colour of red earth. Two greens for the leaf, and a warm cream.

Matash: And a pattern from the same ground: the leaves.

Matash: Then the oils. Each label wears what it’s pressed from, drawn by hand, in colours that carry across a shop floor.

Matash: The infusions follow the same hand, leaf by leaf.

Matash: The powders go into kraft pouches. The label is cut around the window, so the moringa and turmeric show through.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Then shoot it where they work. At night, on the street, where the reflective print does its job.

Matash: One long exposure. Everything moves except him.

Matash: And up close, the moment the work is about. The keys change hands, the badge catches the light.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Then the brand should be as exact as the facades you build.

Matash: A mark of three facets that close into one form, the way panels meet on a facade. Two colours lead, two support.

Matash: The brand film opens on a honeycomb: thousands of cells, each one fitting the next. Then the city. Then the line.

Matash: Then we filmed the buildings they clad, from the air and up close. Pick one.

Matash: On LinkedIn, the buildings and the people behind them.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Then the brand needs a face a family remembers from the shelf.

Matash: In the Mahabharata, Bhima spends a year in disguise in a king’s kitchen. So we drew him that way: armour on his shoulders, moustache up, thumb up. The hero who feeds you.

Matash: Then the first pack for the home: Malabar parota, ready to eat in 70 seconds.

Matash: And a first look for social.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: Incense is one of the oldest rituals there is. The name should sound like it.

Matash: Sage, the herb. Sage, the wise one. Ancient, because the ritual is.

Matash: Then a mark made of one letter: an old a, with a small vessel resting where an accent would sit.

Matash: Two lockups. Nothing more.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: A mark that has to live in a slide footer and on a poster should be one shape, drawn once.

Matash: Earth in the leaves, pharma in the capsule, and a stem to root it. It reads at any size, and it repeats without tiring.

Matash: Then the name, in capitals built from the same geometry. The H lends its second stem to the P, so Earth and Pharm hold together as one word.

Matash: A palette that reads clinical without going cold. One warm colour, kept back for the thing on a page that must be seen.

Matash: From the mark, three patterns: for covers, for linings, for the quiet corners of a slide.

Matash: On paper, as designed.

Matash: There’s a slide system too. That one stays inside the company.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.

Matash: The song takes its name from a Carl Sandburg poem about beauty and death. The video should be about the same thing, and not about the band.

Matash: One man, and a forest at the end of the dry season: bare trees, a bed of fallen leaves, a swamp, and the light going.

Matash: And a cut for the phone, so the song travels.

Matash: Rolling Stone India put the song on its list of new Indian metal, and wrote that the video showed you “can, in fact, shoot a quality black metal music video” here.

Matash: Working on something of your own? Tell us about it in one line, and we’ll tell you where we’d start.