Work So far
We would rather show you two things we are actually building than twelve we borrowed.
02 in progressBeard grooming and biker apparel that refuses to look like every other black bottle on the shelf.
Rugged without the clichés. Built in black, olive, brown and white, and it promises to groom, never to grow.
A women’s health centre in Visakhapatnam moving into a larger home, and an identity built around one line: care for every stage of you.
Two final directions, one warm palette of plum, rose and gold. See the case
Some of what we have made belongs to people who have not said yes to showing it.
When they do, it goes here. Until then, this space stays honest.
Case Healthcare brand identity
The brief. A gynaecology and women’s health practice was moving into a larger facility and needed a healthcare brand identity to match: calm and personal to a first-time patient, carrying professional weight, and working across a clinic sign, a prescription pad and a phone screen alike.
The approach. After an initial exploration, two logo directions were developed within one warm colour system, both centred on the bond between mother and child. We lead with Her Circle, which tells care as a circle that runs through every stage of a woman’s life.
A complete circle of care, connecting womanhood, motherhood and the journey through every stage.
Continuity · Motherhood · Complete care
Applications are shown for visualisation. Final executions are developed around the selected identity.
02 The other direction
Mother and child held within a single heart: warm, immediate and the closest second. Seeing both on the same building is the quickest way to feel the difference.
Drag across the facade to compare
The selected colour direction
The line it all answers toCare for every stage of you.
Finished artwork goes up once each brand owner signs it off
• In plain words
13th Pencil is a creative and innovation company based in Bangalore, and this page shows the brand identity work we are building right now, for real businesses, at the stage it is actually at.
Beardman Company is a beard grooming and biker apparel brand. We are shaping its brand identity, packaging design and ecommerce website as one system, so the product looks like itself on the shelf, in the photograph and at the checkout, and stands apart from the black bottles that crowd the category.
Dr Manju’s Women Health Centre in Visakhapatnam needed a clinic brand identity as it moved into a larger facility. Two final logo directions were developed in a warm palette of deep plum, rose pink and soft gold. We lead with Her Circle; the identity is approved and final revisions are under way.
Finished artwork and launch photography are added once each brand owner signs them off.
Brand strategy and positioning, brand identity and logo design, packaging design, art direction, film and content, AI-assisted creative production, and brand experiences for launches, events, retail and spaces. Most projects combine several of these, which is why they sit under one roof.
Yes. Dr Manju’s Women Health Centre is a current example: a logo system, colour palette and visual language designed to feel calm, warm and trustworthy to patients, and flexible enough to carry across signage, stationery and digital channels.
No. We are based in Bangalore and work with brands wherever they are. Dr Manju’s Women Health Centre, for example, is in Visakhapatnam.
That is the Beardman Company brief. Designing the packaging and the online store as one system keeps a new brand consistent everywhere a customer meets it, from the product photograph to the box that arrives at the door.
Because we would rather show two real projects than borrow twelve. 13th Pencil is new, and some of our other work belongs to people who have not yet agreed to it being shown. When they do, it goes here.
Answer eight short questions on the Start a project page, or write to hello@13thpencil.com and tell us what you are working on.