Mumbai: Sharpener Design Studio, co-founded by Hetal Ajmera and Bianca D’sa, blends passion with precision to create visually compelling and strategically sound solutions for brands. Their journey started spontaneously after a late-night project and it quickly evolved into a fully-fledged design studio, driven by the philosophy that thoughtful design can change perceptions.
Sharpener’s design ethos is rooted in passion and their goal is to create work that speaks volumes in simplicity and creativity. Whether it’s branding, digital experiences or innovative print campaigns, they aim to push the boundaries of design, ensuring that every interaction leaves a lasting impact.
Indiantelevision.com’s Rohin Ramesh, caught up with Bianca & Hetal where they delved on the future, growth & requirement of designing in India.
Edited excerpts
On sharing more about the spontaneous late-night project that led to the creation of Sharpener Design Studio
Absolutely, Sharpener Design Studio was born from a spontaneous spark, one that came during a late-night brainstorm between Hetal and me. Back then, we both worked at Contract Advertising, and our professional relationship quickly turned into a creative partnership. We realized that we shared a passion for design that went beyond the nine-to-five. We’d find ourselves in long conversations dissecting design concepts, not just as a job but as something that fuelled us.
One night, as we were working on a project together, it hit us—why not take this shared passion and channel it into something of our own? The idea of starting Sharpener wasn’t just about creating a business; it was about building something that reflected our belief in purposeful, impactful design. Within a month, we took the plunge, leaving behind our corporate roles to create a space where design could push boundaries and challenge norms.
Looking back, it was the right decision because our vision for Sharpener wasn’t just about individual projects—it was about redefining how brands express themselves through design. That late-night project was simply the start of a journey that we’re incredibly proud to continue.
On ensuring your work maintains that balance while being creatively innovative
At Sharpener, our approach is all about staying true to our core belief: “the idea is the soul, and design is the body.” This ethos keeps us focused on building a clear, resonant concept before diving into the aesthetics. We make sure that every design decision serves a purpose, maintaining simplicity while pushing creative boundaries.
Innovation and simplicity don’t have to be at odds. In fact, we see them as complementary forces. Take our work with NEWME as an example. GenZ is one of the most diverse, trend-sensitive audiences, and they crave authenticity and flexibility from brands. Instead of layering in complexity, we focused on a singular, powerful symbol—the chameleon. The chameleon’s adaptability became the core idea that would carry NEWME’s entire identity. From there, we crafted a visual style that was bold, adaptable, and relevant to GenZ.
By anchoring ourselves to the essence of the idea, we’re able to create work that is visually engaging and timeless, resonating deeply with the audience without over-complicating the narrative. This process has allowed us to create brands that people connect with emotionally and visually, striking that balance between innovation and simplicity.
On sharing some of the most memorable or impactful projects you’ve worked on at Sharpener
At Sharpner Design Studio, some projects naturally stand out for their transformative impact on both the client and us as a design team. Two memorable projects come to mind: our journey with La Folie and our work with Jimmy’s Cocktails. Each of these experiences was rooted in creating powerful design solutions that went beyond aesthetics, delivering strategic brand impact.
With La Folie, it was truly a long-term, evolving relationship. What started with rebranding their logo eventually grew into a full-scale transformation for the brand—from designing unique chocolate packaging to curating in-store experiences and ultimately supporting their retail expansion. Seeing La Folie’s journey from a boutique to a flagship destination in chocolates, while contributing to its growth, was immensely fulfilling. Each step was an opportunity to blend brand heritage with evolving consumer expectations, which has made La Folie’s brand identity truly resonate and endure.
For Jimmy’s Cocktails, the challenge was capturing the essence of mixology and the vibrance of cocktails in a distinctive, market-leading way. Initially, we explored surrealism and mixed media to express the unique identity of each cocktail. However, as the market rapidly became crowded with competing mixers, we re-evaluated and streamlined our approach. We refined the design to create clean, bold bottles that stood out on shelves, coupled with a surreal, colorful brand world used in all other brand touchpoints, from events to digital. This balance of minimalism on the bottle and vibrance in brand storytelling made Jimmy’s an iconic choice for consumers and earned us recognition for innovative brand-building.
Both projects are meaningful because they underscore our philosophy at Sharpner: design as a dynamic tool for brand evolution, problem-solving, and category leadership.
On weaving storytelling into your design work
At Sharpner Design Studio, storytelling is about embedding a narrative that lives on, shaping how people perceive and connect with a brand well beyond our work on it. When we say we “craft narratives,” it means we start with an idea that is profound and meaningful, something that will keep the brand resonant and engaging over time.
Take Jimmy’s Cocktails as an example. The concept we developed was inspired by a “down-the-rabbit-hole” journey—a surreal, unexpected world where diverse ingredients blend into a delightful experience. We used mixed media and a collage style in the packaging to create a visual story that’s both vibrant and cohesive. While our work was primarily focused on the initial design and packaging, that core narrative remains central to Jimmy’s brand identity. Today, their brand is instantly recognizable, whether in a retail space or an event, because the storytelling framework we developed still guides their visual identity.
In essence, we build a brand’s language and legacy. It’s about giving brands a voice that doesn’t need constant retelling but instead becomes a lasting dialogue with their audience, bringing value and consistency that outlives any single campaign or design element.
On some challenges you’ve faced in pushing the boundaries of design
At Sharpner, we often find that pushing the boundaries in design means challenging conventions, and we’ve had our share of obstacles. One project that really tested this was our work with NEWME, a Gen Z fashion brand, where we aimed to create a design identity that both resonated with and challenged its young, ever-evolving audience.
A key challenge was standing out in a cluttered market while appealing to Gen Z’s dynamic, change-loving nature. This led us to the chameleon logo—a symbol of transformation and adaptability. However, the choice was initially met with resistance due to the chameleon’s mixed perceptions, with some fearing it wouldn’t connect. But for us, the chameleon was exactly the narrative Gen Z aligns with: embracing change, rebelling against norms, and constantly evolving. To overcome this, we shared our perspective on how this concept paralleled Gen Z’s values, and ultimately, it paid off. Today, it’s a core element of Newme’s brand, serving as a memorable emblem of adaptability in the marketplace.
Another challenging aspect was translating this concept into a physical retail space. We designed Newme’s stores with a bold pink-to-white gradient that symbolizes constant transition—an unconventional choice that required careful positioning. We knew a gradient, especially one anchored in pink, could be polarizing. Yet, we believed this unconventional approach would make the brand instantly recognizable and memorable, capturing the idea of perpetual transformation in a visually striking way. The results have been overwhelmingly positive, with the store design reinforcing Newme’s core message of embracing change.
At Sharpner, these challenges remind us that breaking boundaries means stepping out of comfort zones, both for us and our clients. And when the design aligns deeply with the audience’s ethos, the results are impactful and enduring.
On trends you are most excited about
Minimalism, for instance, aligns perfectly with our “less is more” philosophy. Today’s audience appreciates designs that feel genuine and refined without unnecessary complexity, and we see this as a way to create clarity and focus. We’re also keen on inclusive design—considering accessibility not just as an add-on but as a core part of the process. By designing with everyone in mind, we help brands reach and resonate with diverse audiences in a meaningful way.
Trends like 3D and motion graphics allow us to create dynamic and immersive experiences, while sustainable design practices help us contribute to a more responsible future. Surrealism is another area that’s captivating—it lets us bring an imaginative twist to brand narratives, adding layers of intrigue and engagement.
At Sharpener, we’re not just following these trends; we’re actively exploring how they can enhance our design philosophy and amplify our clients’ brand stories. For us, it’s all about pushing the boundaries thoughtfully while staying true to our core belief that design should be purposeful and powerful.
On seeing Sharpener growing or evolving in the next few years
Sharpener’s growth over the next few years will be rooted in our values of quality and collaboration. We see ourselves as a compact, agile team where each member’s contribution is visible and valued. This structure lets us stay innovative and nimble, delivering focused, impactful work for our clients. As we grow, we’ll deepen our expertise in brand storytelling and design, exploring emerging mediums while staying true to our ethos. Expanding thoughtfully, we’ll maintain that “small-team energy” where everyone’s input truly shapes the creative process.
