ESTD 2014
MUMBAI BASED
AT MTD WE NURTURE DESIGN
A Mumbai-based, design-led creative studio rooted in the Indian context, we partner with organisations and brands navigating growth and change. We bring strategic clarity and creative depth to build culturally immersed, scalable brand experiences, treating design as an evolving language shaped by context and culture. Our multidisciplinary practice spans strategy, identity, packaging, digital, spatial, campaigns, and emerging media, helping define distinct brand voices and cohesive systems across touch points. Since 2015, we’ve worked with category leaders and ambitious brands like Meta, Netflix, P•TAL, and Vahdam, building impactful brand worlds that are differentiated, adaptive, and culturally resonant.
Shruti Singhi is the founder and creative director of Mother Tongue Design, a Mumbai-based design-led creative studio working at the intersection of brand strategy and cultural expression.
With over two decades of experience across agencies, studios and independent practices, Shruti has shaped brand strategy, identity, and creative systems for category-defining brands including Meta, Netflix, DLF Emporio, and others. As the creative force behind Forest Essentials and Vahdam, she played a pivotal role in shaping brand worlds that redefined their market cohorts and influenced broader category perception.
Trained as a textile designer, she brings a strong instinct for structure, materiality and craft. Her seven years in publishing sharpened her narrative thinking, strengthening her ability to translate complexity into clarity, and build cohesive brand systems across various touch points.
Her work is grounded in the Indian context while engaging with contemporary global culture. Known for her hands-on leadership, Shruti remains deeply involved from early strategic definition through execution, shaping brands that are distinct, resilient and built to evolve.
SHRUTI SINGHI
Founder & Creative Director
ABOUT THE
FOUNDER
OUR APPROACH
Our Core
Our logo is a reflection of our sensibility - sometimes displaying order, other times beautifully planned chaos. At our core, we speak in our foremost language and create visual narratives that celebrate cultural & linguistic diversity.
Our Team
A small studio with a big heart and a giant appetite, 70% of our team is made up of in-house strategists, senior designers, illustrators and packaging specialists and for the rest 30%, we love to collaborate with new talents/ experts best suited for the projects. Along with keeping things fresh, this keeps us on our toes.
Our Strategy
For us design is instinctive, organic, layered and experimental. An approach focused on creating longer engagement with consumers. We want to tell your story in a unique way and believe that its context is very important.
OUR TEAM
We're a motley crew, each bringing our unique personality, quirks, cultural backgrounds and skills to the table, united by our passion for creating game-changing work through play. Our secret? Look for the rule of three in every situation! We don't just slap on temporary fixes; we craft holistic, enduring solutions that add serious value to the brand.
WE HEAR & LISTEN, THEN INTEGRATE AND AMPLIFY
For MTD, every organisation is an entity. Naturally, we focus on the heart of the organisation behind the brand and invent the brief! We integrate their intentions and amplify their philosophy, into the language and DNA of the brand.
HANDS ON -
DEDICATED TEAM
We love challenges and we love to deep dive into our projects with all hands on deck. Our core team is made up of strategists, senior designers, illustrators and packaging specialists who get into the all details of every project.
HUMANISING DESIGN
AND SETTING TRENDS
At MTD, we consistently set the trends for our brands. Our design standards have consistently been awarded, recognised and often replicated (we are flattered). Our approach to design is instinctive, organic and experimental and purely focused on creating longer and more impactful engagement with consumers. Our longterm projects have helped mould us as brand builders, giving us unique insights into the workings of consumer facing businesses, helping us stay relevant, impactful and successfully forecast market behaviour.
UNIQUE DESIGN AESTHETIC
AIMING AT BUSINESS GROWTH
We create mental shortcuts for lifestyle brands. A space to nurture creative solace, a sanctuary for brands to invent and regenerate. From skincare, fashion, F&B, hotels, real estate, fitness, lifestyle to personal care products, we have a host of different categories of brands under our belt.
OUR SERVICES
IDENTITY
STRATEGY
PACKAGING AND PRODUCTION
GIFTING
WEBSITE
CAMPAIGNS & MORE
OUR CLIENTS
OUR IDEAL CLIENTS
1
The 'Brand Enthusiast' entrepreneurs who pour their heart and soul into every aspect of their brand, refusing to compromise on anything less than absolute perfection. - Maska
2
The "Medium size Marvels'' have their own offbeat style, always ready to switch it up and groove with the latest trendsIt's like watching a dynamic dance of creativity and flexibility,." - Femmella
3
The "Executive Ensemble" large, professionally managed organizations where decision-making feels like a busy stage production with numerous actors.