MEET THE

BRAND BUILDERS

Based in Indore, India

Brand Strategy • Brand Identity • Packaging

Founder-Led Studio

Vedful Behance-17Burp Brand Identity and Brand StrategyBurp Brand Identity and Brand StrategyBurp Brand Identity and Brand StrategyLytePlus Brand Identity and Brand StrategyLytePlus Brand Identity and Brand StrategyAzoth Brand Identity and Brand StrategyCrystalicious Dubai Brand IdentityBioticle ManUp+ multivitamin gummies - compact red box sliding into pocket - product packaging design and brandingAcrylic glass card with Build with Gen AI symbol held by hand, tactile logo mark for premium branding, emboss and sticker applications, packaging seal and label readiness.Mobile responsive Gen AI Academy homepage on smartphone, electric purple palette and brand icon, cohesive brand identity system for digital, print, and packaging design touchpoints.Sengar's Food Brand Identity Design

What We Build.

We focus on the parts that shape how a brand is understood, recognised and chosen, from the strategy underneath it to the identity and packaging people actually experience.

The Factor X is a founder-led brand strategy, brand identity and packaging studio based in Indore, India. We work with businesses that want to build the brand properly before spending more on marketing.

01

Brand Strategy

We define who the brand is for, where it should stand and what it should say, creating clarity before design or marketing begins.

02

Brand Identity Design

We turn that direction into a recognisable visual language, including the logo, creative direction, colour, typography and brand system.

03

Packaging Design

We build packaging systems that help products get noticed, understood and recognised, then scale clearly across variants and sizes.

04

Luxury Packaging Design

We design packaging where perception becomes part of the product, shaping presentation, tactility, materials, detail and the overall experience.

Burp Brand Identity and Brand Strategy
Burp Brand Identity and Brand Strategy
Burp Brand Identity and Brand Strategy
Unisquad Brand Identity and Brand Strategy
LytePlus Brand Identity and Brand Strategy
LytePlus Brand Identity and Brand Strategy
LytePlus Brand Identity and Brand Strategy
LifeRise Brand Identity and Brand Strategy
LifeRise Brand Identity and Brand Strategy
Azoth Brand Identity and Brand Strategy
Azoth Brand Identity and Brand Strategy
Azoth Brand Identity and Brand Strategy
Vedful Brand Identity and Brand Strategy
Vedful Brand Identity and Brand Strategy
Crystalicious Dubai Brand Identity
Crystalicious Dubai Brand Identity
Crystalicious Dubai Brand Identity

We chose depth over doing everything.

TFX isn’t a 360-degree agency. We focus on the parts that shape how a brand is understood, recognised and chosen: strategy, identity and packaging.

Our Approach

The Minds Behind The X

Two different strengths. One shared vision. Strategy shapes the direction. Operations make it happen. Together, we build the thinking, systems and experiences behind The Factor X.

“Two brands. One clear system. Xcelerate Brand Kit by TFX made both launches look premium and consistent.”

Krishna PrasadFounder, Olden essence, LifeRise
Chaitanya And his Team
CEO & Brand Strategist

Chaitanya Malhotra

Chaitanya leads The Factor X with one belief: a strong brand starts with the right decisions, not just good design.

As CEO and Brand Strategist, he works closely with founders to bring clarity to positioning, identity and packaging, turning business challenges into brands built to stand out and grow.

Vatsa Khandelwal Profile Photo
Co-Founder and COO

Vatsa Khandelwal

Vatsa is the operational force behind The Factor X, making sure great ideas are matched by equally great execution.

As Co-Founder and COO, she leads studio operations, aligns people and processes, and curates the brand experience from the first conversation to final delivery. Her focus is simple: make every interaction as thoughtful as the work itself.

Different Categories. Better Perspective.

Different markets teach different lessons about how people notice, trust and choose brands.

We carry those learnings forward, not the same formula from one category to another.

Category

What We Learned

What It Changes

Example

Food + Beverage

Attention happens fast.
Stronger hierarchy + instant clarity.
Burp

Health + Nutrition

Complexity can kill trust.
Make science easier to understand.
Uveraa

Jewellery + Luxury

Premium isn’t always louder.
Restraint can create stronger perception.
Rinele

Healthcare

Trust comes before personality.
Build credibility before expression.
LifeRise

B2B + Technology

Clarity matters before excitement.
Simplify the offer + build confidence.
Proquity

How We Think.

  • Clarity before creative.
    Confused strategy creates confused design.

  • One brand. One language.
    Every touchpoint should feel connected.

  • Built for the real world.
    Designed for shelves, screens and actual decisions.

  • Different categories behave differently.
    One formula doesn’t work for every market.

  • Every decision needs a reason.
    Nothing should exist just because it looks good.

  • Depth over everything.
    We focus on strategy, identity and packaging.

Here’s the Math Behind the Madness

650

+
Brand & Design Projects Strategy, identity and packaging work across different businesses and categories.

04

Core Capabilities: Brand Strategy. Brand Identity. Packaging. Luxury Packaging.

2

B2B + D2C: Built Across Business Models From business-led brands to consumer products sold directly to customers.

Questions About The Factor X

Contact us

The Factor X is a founder-led brand strategy, brand identity and packaging studio based in Indore, India. We help businesses build clearer brand foundations, stronger visual identities and packaging designed for the real world.

We specialise in Brand Strategy, Brand Identity Design, Packaging Design and Luxury Packaging Design. Our focus is on building the parts of a brand that shape how it is understood, recognised and chosen.

The Factor X is based in Indore, India, working with founders and businesses across different markets. Our projects are managed through a structured remote collaboration process, with clear communication, review stages and delivery milestones.

The Factor X is led by Chaitanya Malhotra, Founder, CEO and Brand Strategist, alongside Vatsa Khandelwal, Co-Founder and COO.

Chaitanya leads the studio’s brand strategy and business direction, while Vatsa oversees operations and curates the brand experience, bringing together the people, processes and execution behind every engagement.

We work with B2B businesses, D2C brands, startups and established companies across categories including food and beverage, nutrition, wellness, healthcare, jewellery, technology and consumer products.

No. We deliberately stay focused on strategy, identity and packaging rather than trying to provide every marketing service under one roof. We prefer depth in the areas where a brand’s foundation and perception are built.

Yes. You can work with us for Brand Strategy, Brand Identity Design, Packaging Design or Luxury Packaging Design individually. If your project needs more than one, we can build the engagement around what the brand actually needs.

Our pricing depends on the service, scope and depth of work your brand needs. We offer defined starting prices for Brand Strategy, Brand Identity Design and Packaging Design or Luxury Packaging Design with more tailored engagements priced individually.

You can explore our Pricing page or book a strategy call to understand the right investment for your brand.

Our designs don’t  Burp Brand Identity and Brand Strategy live in decks — they live on  LytePlus Brand Identity and Brand Strategy shelves, Walls, LytePlus Brand Identity and Brand Strategy T-shirts, and sometimes, Azoth Brand Identity and Brand StrategySnack packets.