POOJA SHAH
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Year: 2024
Mumbai, IND
Credits:
Co Founder: Palak Shah
Photography: The G-Story, Mumbai
Toolongdontread; is a phone case brand I co-founded in India, driven by the idea that phone cases should be just as expressive, bold, and personal as the people who carry them. We noticed a lack of individuality in the market—most options felt generic, lacking the character we believed everyday objects could hold.
While my co-founder led operations, I was responsible for the creative direction of the brand. This included designing the cases themselves and building out the entire visual identity and brand language. From tone of voice to typography and packaging, every detail was crafted to reflect the same personality and artistic flair we infused into our products. Toolongdontread; became more than a phone case brand—it was a celebration of self-expression, storytelling, and design that doesn’t shy away from standing out.
Developing the branding for this project was an intriguing process because the brand itself was meant to embody unique aesthetics and reflect our audience’s personal relationship with art. I wanted the branding to carry the same sense of individuality—something that anyone could see and feel connected to. The ethos was simple: no one should look at our products and feel alienated. That belief guided both the visual identity and the way we imagined presenting and selling the brand.
For our social media, we set out to create a space that felt light, relatable, and genuinely authentic. While our studio-shot images built a polished foundation, this platform was where we shared real moments—photos of real people using the product, and art that reflected our ethos of making creativity personal and accessible. The goal was to capture the brand’s artistic yet casual essence in a way that felt unposed, human, and effortlessly connected to everyday life.