02 Zero to one
ZTAYO case study
Brand Creation, Identity & Digital
From an idea to a complete brand experience.
Zero to One · Build a brand from zero
Brand creation for new businesses, from first idea to launch.
From idea to identity. For founders with a product, a plan or a new venture, and no brand yet: we decide what it stands for, then give it a name, an identity, a voice and a launch.
From idea to market
ZTAYO, built from nothing.
A hospitality brand, from its first mark to the places guests meet it.
Rules
A system, not a logo
Clear space, colour, type and voice, written down.
Identity
Consistent on paper
The system carried onto everything printed.
Campaign
A line people remember
“You need a break,” taken outdoors.
Experience
Where guests meet it
Touchpoints and a website, in the same voice.
Why start here
The decisions are still open.
That is the advantage. Position, name and identity can be made to work together from day one, instead of being reconciled after launch.
- A name that can be owned in your markets
- An identity with an idea behind it
- One system for every first touchpoint
Who it is for
Founders with something real and no brand yet.
Founders before launch
You have a product, a service or a plan, and you need a name, an identity and a website before customers, partners or investors see it. The decisions are still open, which is the best time to make them together.
New ventures inside established groups
A business launching a new company, a new line or a new market that needs a brand of its own rather than a borrowed one, with a clear relationship to the parent.
Businesses that never had a brand
Companies that have traded on reputation and word of mouth, and now need a name, a look and a website that explain them to people who have never met them.
Founders working from anywhere
The studio is in Bengaluru and works with founders worldwide, remotely: briefs, reviews and approvals happen on video calls and in writing.
Signs you need it
When to build the brand properly.
- You are about to name the business, the product or both.
- Your first website, deck or pitch is due and nothing visual is decided yet.
- People describe what you do in different ways, including your own team.
- You have a logo made in a hurry and no rules for using it.
- You are entering a market where established names already look credible.
- Investors, partners or first customers will judge you before they meet you.
- You want one studio to carry the idea from positioning to launch.
How it runs
Five stages, in order.
Each stage ends with a decision, so nothing is designed before the thinking it depends on is agreed. A launch that needs less uses fewer stages.
Understand
We learn the business, the people it is for and the market it enters: the founders’ ambition, the competitors buyers will compare you with, and what is genuinely different. The output is a short findings summary you can check.
Position
We agree who the brand is for, what it stands for and why someone should choose it, written as a positioning statement, a value proposition and the first messages. This is the brief every later choice is measured against.
Name and identity
Where a name is needed, it is developed from the position and chosen with you. Then the identity: logo and symbol, colour, type and voice, presented as directions with the reasoning behind each.
Build
The chosen identity becomes a working system: brand guidelines, templates and the first applications, from stationery and social formats to the website.
Launch
We prepare the launch material and hand over every final file, with support as the brand meets its first customers. Ongoing creative work can follow where agreed.
What you receive
Everything a new brand needs to launch.
Scoped to the launch. Not every new brand needs every item, and the proposal lists exactly what yours includes.
| Deliverable | What it is for |
|---|---|
| Market and competitor review | Shows where the brand will sit and which claims are already taken. |
| Positioning and value proposition | The decision the whole brand is built on, in one paragraph your team can repeat. |
| Voice and messaging | How the brand sounds, and the first things it says, written for the people who buy. |
| Naming, where needed | A name developed from the position, with the reasoning, ready for your legal adviser to clear. |
| Logo, colour and type | The visual identity people will recognise, built as a system rather than a single mark. |
| Brand guidelines | The rules that let your team and suppliers use the brand correctly after launch. |
| Website | The first place most people will check you, planned, designed and built in the brand’s system. |
| Social, print and launch campaign | The first touchpoints, consistent from day one, and an idea to launch with. |
Starting price
Where a new brand starts.
From $4,500
The final cost is set in a written proposal after a first call, because it follows the scope: how many decisions are open, whether a name is needed, and what the launch includes.
- A hospitality and property-management brand that did not exist before the work began.
- Brand development and positioning first, then communication, voice and the visual identity.
- Brand guidelines, marketing and creative direction, written down so others can apply them.
- The campaign line “You need a break,” carried from the roadside to the room key.
- Website design and development, in the same system and voice.
Pixnut brought clarity and character to the way we wanted ZTAYO to be seen. They went beyond designing a logo to create a visual identity that felt intentional, consistent and true to the brand we wanted to build.
Built from zero
Three brands, from the start.
In short
Brand creation for new businesses.
Brand creation turns a new venture into a brand people can recognise and trust: market positioning first, then a name, a brand identity, a voice, a website and a launch, decided in that order. ZTAYO, Migorb and XGarage are three brands Pixnut built from zero.
The studio is in Bengaluru and works with founders across India and abroad, remotely where that suits the project.
Questions
Before you start.
When should a new business invest in brand creation?
Before the brand is visible to customers or investors, while the name, the offer and the first website are still being decided. Changing them later costs more.
What does brand creation include?
Positioning first, then a name where one is needed, the visual and verbal identity, brand guidelines, a website and the launch material. The proposal lists what your project includes, because not every launch needs every part.
Do you name brands as well as design them?
Yes. A name is developed from the positioning, checked for how it reads and sounds, and chosen with you. Legal clearance and trademark registration are a separate step, handled by your legal adviser.
How long does brand creation take?
It depends on the scope. An indicative timeline is in the proposal, and it also depends on how quickly feedback and approvals come back, which is why review points are agreed at the start.
How much does brand creation cost?
It is set by scope: what the work involves, how long it runs and anything bought from outside the studio. You receive a written proposal before anything begins.
Who owns the brand at the end?
Ownership and usage rights in the final work are set by the agreement for the project, not by this page.
Can you work with us if we are not in India?
Yes. The studio is in Bengaluru and works with founders worldwide. Briefs, reviews and approvals happen on video calls and in writing, so where you are is rarely the deciding factor.
Can we start with strategy and decide on the rest later?
Yes. Brand strategy can be commissioned on its own, and many new brands begin there. The identity, website and launch can follow once the position is agreed.
Building something new?
Tell us what it is, who it is for and when you want to launch. A 30-minute call is the quickest way to start.