/ PROBLEM In India’s crowded sports market, cricket balls often look and feel interchangeable—same shape, same box, same forgettable presence on the shelf. As a new brand, C20 needed more than a quality product. It needed an identity bold enough to spark curiosity and earn attention from players and retailers alike. / OUR APPROACH We started by rethinking the unspoken rules of cricket ball packaging. Instead of another square box or a plastic mould lost in a stack, we created a distinctive hexagonal design—sturdy, functional, and instantly recognizable. The hexagon shape does more than stand out visually. It improves shelf efficiency, stacks neatly in stores, and feels premium in the hand. This combination of form and function signaled that C20 isn’t just another ball—it’s a fresh perspective on the sport itself. With this design-led approach, C20 claimed its space in the market and built a foundation of intrigue, credibility, and pride around the brand.