There’s only one way to build a strong brand.

By speaking to the heart of the consumer.

At Jigsaw, we believe brands thrive when they resonate deeply with the people they serve. Through our in-depth understanding of cultural and behavioral dynamics, we uncover the unseen forces that shape how consumers think, feel, and act. This insight-driven approach allows us to craft strategies that foster sustainable brand growth, strengthen consumer connections, and secure a competitive advantage.

Featured Work

Tata Tea

CONSUMER RESEARCH | COMMUNICATION GUIDELINES

After acquiring Rajasthan's renowned tea brand Lal Ghoda-Kala Ghoda, Tata Tea aimed to resonate with the local market. Through an immersive exploration and spending days in local homes, we generated rich insights into regional customs and traditions that were pivotal in developing an effective communication strategy for the brand.

CONSUMER RESEARCH | CONCEPT TESTING

Dove

Addressing the issue of hair unfairness faced by women across the globe, we analysed moments of delight and dissonance concerning hair as well as codes around hair damage among a diverse range of Indian women to solidify Dove's brand purpose in the Indian market.

Olam

STRATEGIC BRAND PLANNING | DESIGN

Olam Foods in Mozambique had devised a wide portfolio of cooking oils and detergents. We helped the team build a portfolio of consumer-centric brands targeting varied segments of women in Mozambique using deep consumer insights through ethnography in rural and urban settings.

Marico

CONSUMER RESEARCH | INNOVATION WORKSHOP

To maintain Marico's competitive edge in a rapidly growing hair serum market, we delved deep into consumer perceptions around premium packaging to elevate the brands Livon and Silk & Shine for the premium segment.

Lifebuoy

CONSUMER RESEARCH | STRATEGIC BRAND ARCHITECTURE

Tackling the challenges of a saturated post-COVID hygiene market, we helped revive Unilever’s Lifebuoy in South India. Through strategic interventions, we inspired the team to develop a natural product variant along with culture-synced communication cues.

TimesPro

STRATEGIC BRAND PLANNING | BRAND IDENTITY & DESIGN

We helped structure the brand portfolio of Bennet & Coleman's online education brand which catered to various learners at different stages of learning into a single powerful brand called TimesPro, building the design language to strike a chord with the various segments of learners.

PregaHappy

CONSUMER RESEARCH | BRAND ARCHITECTURE | PACKAGING DESIGN

For PregaNews' launch of 3 new categories for women's health, we devised a brand architecture that positioned each range around the distinct concerns and mindsets of the consumer for different stages of the pregnancy journey.

Milton

We developed a brand architecture strategy designed to help Milton leverage its core equity of trust and extend into homeware categories beyond tiffins.

ETHNOGRAPHIC RESEARCH | INNOVATION WORKSHOP

CultureLab

In an increasingly globalised world, consumer insights often miss the depth of cultural nuances that drive decision-making, behaviour and preferences. CultureLab by Jigsaw is a platform offering a specialized approach for decoding the socio-cultural fabric of India, highlighting the critical importance of context in shaping consumer actions.

Our Approach

At Jigsaw, we delve into the depths of consumer experience, translating these insights into the core of strategic branding. This process is key in fostering innovation in design, enhancing communication, and ultimately driving growth for the brand.

New Product Idea Generation | Category & Business Immersion | Concept Evaluation & Testing | Product Testing | Packcept Studies | Positioning & Communication Studies | Market Development Studies | Campaign Evaluation | Pre & Post Campaign Tests | Brand Perception & Brand Equity Studies | Brand Tracks
Positioning, Promise & Value Proposition | Launch Strategy | Product Strategy | Brand Architecture, Hierarchy & Portfolio Planning | Diversification Strategy | Marketing Planning & Strategy | Internal Brand Alignment
Visual Identity Design | Packaging Design | Multi-Sensory Experience Design | Wayfinding and Signage | Communication Design | Social Media Content & Creative Design