We build brands.
We are a senior led brand building studio working across strategy, brand, design, technology, and go to market as one integrated system. We partner with founders and leadership teams to build new brands and thoughtfully evolve what already exists.
We are a senior led brand building studio working across strategy, brand, design, technology, and go to market as one integrated system. We partner with founders and leadership teams to build new brands and thoughtfully evolve what already exists today.
DEL ⋅ DXB ⋅ NYC
DEL ⋅ DXB ⋅ NYC
Diageo®
Diageo®
Wins The World Whisky Masters.
Wins The World Whisky Masters.
Gameskraft®
Gameskraft®
FY25 $480M Revenue. Bootstrapped.
FY25 $480M Revenue. Bootstrapped.
Sabyasachi®
Sabyasachi®
India's Defining Luxury Fashion House.
India's Defining Luxury Fashion House.
Blue Tokai®
Blue Tokai®
FY25 $39M Revenue. 50% YoY Growth.
FY25 $39M Revenue. 50% YoY Growth.
For Founders.
For Founders.
You have a category, a vision, and a window. We come in at the start and act as a founding team member. The one responsible for everything the world sees and how it understands you. Strategy, positioning, naming, identity, packaging, digital, and GTM built as one coherent system, led by a Partner Principal from day one through launch. For most clients, we stay on as brand custodians, keeping the brand sharp as the business grows.
You have a category, a vision, and a window. We come in at the start and act as a founding team member. The one responsible for everything the world sees and how it understands the brand. Strategy, positioning, naming, identity, packaging, digital, and GTM built as one coherent system, led by a Partner Principal from day one through launch. For most clients, we stay on as brand custodians, keeping the brand sharp as the business grows.
You have a category, a vision, and a window. We come in at the start and act as a founding team member. The one responsible for everything the world sees and how it understands you. Strategy, positioning, naming, identity, packaging, digital, and GTM built as one coherent system, led by a Partner Principal from day one through launch. For most clients, we stay on as brand custodians, keeping the brand sharp as the business grows.
Little Joys®
Little Joys®
$400M Valuation. FY25 $90M Revenue.
Simple Energy®
Simple Energy®
500% YoY Growth. Est $350M IPO (FY27).
NomNom®
NomNom®
Gets Acquired Prior To Launch.
Varalife®
Varalife®
FY25 295% CAGR. 25,000+ Customers.
For Existing Brands.
For Existing Brands.
The business has outgrown the brand, or it is ready to grow into something new. We work with leadership teams on two things: full brand transformation for companies that need a complete rethink, and new sub-brand or revenue channel builds for those expanding into new territory. Either way, the equity you have built is the starting point. We decide together what to keep, what to rebuild, and where to take the brand next.
The business has outgrown the brand, or it is ready to grow into something new. We work with leadership teams on two things: full brand transformation for companies that need a complete rethink, and new sub-brand or revenue channel builds for those expanding into new territory. Either way, the equity you have built is the starting point. We decide together what to keep, what to rebuild, and where to take the brand next.
The business has outgrown the brand, or it is ready to grow into something new. We work with leadership teams on two things: full brand transformation for companies that need a complete rethink, and new sub-brand or revenue channel builds for those expanding into new territory. Either way, the equity you have built is the starting point. We decide together what to keep, what to rebuild, and where to take the brand next.
DAG®
DAG®
India's Leading Art Institution.
Hyperloop One®
Hyperloop One®
India Market Entry. Brand & Product Design.
3one4 Capital®
3one4 Capital®
FY25 $750M AUM. 65% IRR.
Nilkamal®
Nilkamal®
FY25 $18M Revenue. 38% YoY Growth.
Brand an Asset.
Brand an Asset.
When built with clarity and restraint, brands behave like assets that compound trust, pricing power, and relevance over decades. Across our engagements, partner brands represent over $250B in cumulative enterprise value from seed rounds through public markets, across categories and continents. The work varies. The principle does not. When structure holds, scale follows naturally.
When built with clarity and restraint, brands behave like assets that compound trust, pricing power, and relevance over decades. Across our engagements, partner brands represent over $250B in cumulative enterprise value from seed rounds through public markets, across categories and continents. The work varies. The principle does not. When structure holds, scale follows naturally.
When built with clarity and restraint, brands behave like assets that compound trust, pricing power, and relevance over decades. Across our engagements, partner brands represent over $250B in cumulative enterprise value from seed rounds through public markets, across categories and continents. The work varies. The principle does not. When structure holds, scale follows naturally.
Dr. Agarwals®
Dr. Agarwals®
FY25 $205M Revenue. 35% CAGR.
Hashed®
Hashed®
$3B+ AUM. 150+ Portfolio Companies.
MKU®
MKU®
FY25 $220M. 18% CAGR.
AFS®
AFS®
$150M Raise. +160% In Payment Vol.
Distilling Infinity.
Distilling Infinity.
There has never been more noise. More tools, more options, more ways to execute an idea before it has been properly thought through. We find that constraint is often the beginning of something good. The decision to do one thing, and do it completely, and not be moved from it by everything that is possible. That discipline, the willingness to leave things out, is where the work begins. This is why we are called Lazy Eight. Our mission is to help distill the infinite into the definite, and build brands that last.
There has never been more noise. More tools, more options, more ways to execute an idea before it has been properly thought through. We find that constraint is often the beginning of something good. The decision to do one thing, and do it completely, and not be moved from it by everything that is possible. That discipline, the willingness to leave things out, is where the work begins. This is why we are called Lazy Eight. Our mission is to help distill the infinite into the definite, and build brands that last.
There has never been more noise. More tools, more options, more ways to execute an idea before it has been properly thought through. We find that constraint is often the beginning of something good. The decision to do one thing, and do it completely, and not be moved from it by everything that is possible. That discipline, the willingness to leave things out, is where the work begins. This is why we are called Lazy Eight. Our mission is to help distill the infinite into the definite, and build brands that last.
Nav Chatterji, Founder
Nav Chatterji, Founder
EVOO®
EVOO®
Wins Italian Restaurant Of The Year.
Trade India®
Trade India®
FY25 $16.3M. 6 Million MAUs.
431-88®
431-88®
Launches Debut Bridal Collection.
Dream Beauty®
Dream Beauty®
India’s First Peptide-Led Beauty Brand.
Additional case studies available on request.