When you strip out culture, you get a hollow brand,” says Shruti Singhi of Mother Tongue Design. This isn't just about aesthetics—it’s about authenticity and meaning.

The global design trend towards neutrality and minimalism risks stripping brands of their identity. Culture, Singhi argues, is the root system that nourishes a brand, giving it strength and depth.

Take P•TAL, for instance: Mother Tongue doesn’t start with visual elements but by digging deep into community values and experiences. The result? A brand that feels lived-in rather than imposed.

India’s creative tradition offers a different approach—complexity and layered meanings. With this muscle built over centuries, comes a unique richness that resonates deeply.

The key takeaway for Western designers is embracing specificity and depth, while learning from the clarity of their Indian counterparts to make culture accessible.