Design goes from sidekick to superhero in brand-building

Brands are increasingly repositioning design from a support function to a strategic driver of brand narratives, as the role of visual identity, user experience and creative systems expands beyond aesthetics into storytelling and consumer engagement.

Industry stakeholders note that design is now central to how brands communicate their identity, values and purpose in a cluttered marketplace. From packaging and digital interfaces to campaign creatives and content ecosystems, design is shaping perception at every consumer touchpoint, influencing not just recall but also trust and emotional connection. 

This shift comes as brands recognise that traditional marketing levers alone are no longer sufficient to stand out. Instead, cohesive and distinctive design systems are emerging as a key differentiator, helping brands build consistency across platforms while adapting to fragmented consumer journeys. 

At its core, the shift is less about measurement and more about meaning, with design increasingly shaping how brands are experienced and remembered.

At the same time, companies are stepping up investments to strengthen in-house design capabilities and external partnerships. This includes hiring specialised talent, building design-led teams, and integrating design more closely with marketing, product and business strategy functions to create scalable, consistent brand worlds. 

Against this backdrop, brands across categories are viewing design not just as execution, but as a core lever of storytelling and differentiation.

Anil Gurnani, Chief Sales and Marketing Officer- TTK Prestige said, “Design plays a central and evolving role in shaping our brand narrative. In a category traditionally driven by functionality, it has become a key differentiator for us.” 

Gurnani added that design helps communicate ease of use, safety and modernity as consumers seek products that fit into their lifestyles. He added that it also plays a role in making everyday cooking more intuitive and enjoyable, moving beyond pure functionality to a more holistic experience.

He noted, “We have been steadily increasing our investment in design over the past few years, spanning product design, packaging, and even user interfaces for our newer appliances. We are also leveraging advanced design tools and technologies such as simulation, 3D rendering, and rapid prototyping to enhance precision, accelerate innovation, and bring more refined, user-centric products to market.” 

He said the shift is driven by evolving consumer expectations, with Gen Z in particular seeking products that blend functionality with aesthetics while meeting needs around efficiency, safety and convenience. He added that the rise of electric cooking solutions is also prompting consumers to rethink their kitchens, creating opportunities for brands to design high-performing, visually appealing appliances suited to modern lifestyles.

A similar design-first approach is visible in digital-first and high-frequency categories, where consistency and familiarity are critical to brand recall.

Chandan Mendiratta, Chief Brand Officer at Zepto, said design sits at the core of how the company is built, describing it as systemic rather than cosmetic. He noted that every element, from its signature purple to typography and kerning, is codified for consistency at scale, adding that in a high-frequency category, design is key to building familiarity and trust.

“We’ve built strong in-house creative capabilities, giving us speed, consistency, and cultural alignment with our users. We evaluate design at the intersection of brand and performance. Metrics like CTR and CAC show immediate impact, but the real signal is in recall, engagement, and conversation,” Mendiratta added. 

This growing emphasis on design is further amplified by shifts in content consumption and platform behaviour.

The rise of short-form video, social-first content and immersive digital experiences has further elevated the role of design in storytelling. Brands are leveraging motion, typography, colour systems and visual narratives to create more immersive and memorable consumer experiences.

This narrative-led role of design is visible across both global and Indian brands.

Globally, brands like Apple and IKEA have long demonstrated how design can drive differentiation, from intuitive product interfaces to accessible, functional aesthetics that shape everyday experiences. In India, companies such as boAt, Paper Boat and CRED are leveraging design to build distinct identities, whether through packaging-led nostalgia, sleek product styling or minimalist digital interfaces. Across markets, these examples highlight how design is not just a visual layer but a strategic tool to influence perception, create recall and cultural relevance.

This shift is also evident in consumer-facing categories such as fashion and footwear, where design is increasingly shaping self-expression and identity.

Shawn Chandy, CMO, Paragon Footwear said, “Design has become one of the most decisive factors for consumers today and, in many cases, it precedes traditional considerations like durability and price. Over the years, we have seen a clear shift in consumer behaviour, where aesthetics and visual appeal play a critical role in purchase decisions.”

He added that this is particularly true for younger consumers and women, who are increasingly seeking footwear that reflects their personal style while enhancing confidence. On investments, he said design spends have increased in recent years, driven by evolving consumer preferences and heightened trend awareness. He noted that while quality and comfort are now baseline expectations, brands are strengthening design capabilities, expanding portfolios and aligning offerings with changing tastes to remain relevant and offer greater choice.

Similarly, in categories like innerwear, design is evolving alongside changing consumer expectations and everyday use cases. Suman Chowdhury, Co-Founder & COO at Clovia, explained that design has always been central to the brand, with a focus on balancing comfort, practicality and consumer resonance beyond pure functionality. He noted that as innerwear demand evolves, consumers are increasingly seeking a mix of comfort, style and occasion-based fit, adding that the brand’s approach is rooted in anticipating needs and delivering relevant, everyday design solutions.

The brand has also ramped up investments in design. “A key focus area has been the adoption of technology and virtual design tools to make the process faster and more efficient. This helps us reduce wastage, improve accuracy, and significantly cut down lead times from design to market. The shift is largely driven by the need to stay agile, respond quickly to trends, and deliver better products to our customers,” said Chowdhury. 

Taken together, these shifts underline how design is increasingly acting as both a filter and a signal in a crowded content environment.

Experts add that in an environment where consumers are constantly exposed to content, strong design helps brands cut through noise while reinforcing credibility and emotional resonance.

Agency perspective

From a brand-building lens, the shift reflects a deeper change in how companies create distinct points of view.

Asparsh Sinha, Managing Partner at OPEN Strategy & Design, said design has long been a fundamental business driver, particularly for founders looking to differentiate, drive consideration and command better margins. He noted that growing examples of design-led success, increasing category clutter, and the rise of digital and e-commerce have reinforced design as a key lever of competitive advantage, where more desirable brands are better positioned to win.

He said, “Certain categories and certain brands are definitely investing in design. A bigger gap is in understanding that design is thinking brought alive. For most people, even when they are investing in design, they tend to confuse good craft for design.” He added, “The sort of big breakthroughs that design can deliver happens when the brand brings alive a distinct point of view. On that front, Indian brands have a long way to go.”

Sinha added that design is ultimately a bet that delivers returns over time, with early adopters reaping the most value. He noted that in categories such as lifestyle, including cafés and alcobev, rising benchmarks have made design a strategic investment rather than a creative add-on.

As brands navigate increasingly crowded and fast-evolving markets, design is emerging not just as a layer of creativity but as the language through which brands express identity, build meaning and create lasting consumer connections. Companies that embed design into their strategic thinking are likely to be better positioned to shape perception, stand out and stay relevant in an increasingly experience-driven landscape.