Muskaan Kasat
“Be bold and fearless”: How Muskaan Kasat carved her path in brand design
by Isabelle Cassidy
Creative Lives
Published 8th July 2025
Muskaan Kasat didn’t always have her sights set on design; she was studying to become an aerospace engineer before deciding to follow her creative instincts instead. Now a brand and packaging designer based in London, she’s passionate about building thoughtful, human-centred brand experiences. From reimagining the craft traditions of her hometown Jaipur to navigating visa hurdles in the UK, Muskaan shares how empathy drives her work, why putting yourself out there (even shamelessly) pays off and what’s helped her stay inspired along the way.
What I do
How would you describe what you do?
I’m a brand and packaging designer, specialising in creating holistic brand experiences. I like to take a multidisciplinary approach, weaving together strategy, 3D visualisation and typography to craft meaningful design outcomes.
What are the main influences and inspirations behind your work?
I find inspiration in the subtle inconveniences of everyday life – those small, often overlooked details that thoughtful design can solve. I also draw on cultural dynamics and the nuances of human interactions, exploring them through my work.
Would you say you need any specific training for what you do?
Empathy is at the core of my design practice. More than any formal training, I’ve learned the most through the act of creating and through feedback from those around me.
That said, my previous workplace really shaped my approach. I was constantly challenged to expand my thinking, to put myself in the user’s shoes and explore beyond my comfort zone. Above all, I think what’s needed is consistency, honesty with yourself and a genuine curiosity to keep learning from the people around you.
What’s been your favourite project to work on from the past year, and why?
One of my favourite projects is called Mitini. It explores the shrinking shelf space for ancient craft traditions in modern consumerism.
I was born in Jaipur, a city famous for its crafts, so this project felt close to home. I reinterpreted Jaipur’s centuries-old craft of Blue Pottery – which originally had regal roots but is now fading – and presented it through an elevated packaging experience.
What does a normal day-to-day usually look like for you?
No two days are ever the same. If I haven’t stayed up late chasing ideas the night before, I’ll start my morning with a caffeine-fuelled run and then head into my full-time job.
Evenings are often spent juggling freelance projects and personal work. I’ve been surviving on meal deals for longer than I’d like to admit. Gourmet? Not exactly. But convenient? Absolutely.
If there was a starter pack for your job, what would be on it?
I’d say:
- An app that throws random, slightly sassy motivational quotes onto your screen to stop you from overthinking
- A strong cup of coffee
- A folder of unfinished ideas to remind you that the process is never linear
- And a reminder to hit “Save” regularly – learned that the hard way!
Muskaan's portfolio website
How I got here
What was your journey like when you were first starting out? Did you find your feet quickly?
Becoming a designer wasn’t my original plan. I was actually studying to become an aerospace engineer before I felt a strong pull towards design.
As an Asian, changing career paths isn’t always easy – but my parents were incredibly supportive. I eventually enrolled on a course that covered a bit of everything: fashion styling, set design, AutoCAD... you name it.
At the time, there weren’t many resources for South Asian creatives to explore different creative disciplines. The industry felt out of reach.But things are changing – branding in India is evolving quickly, and the creative scene is starting to reflect more of its raw, homegrown energy.
How did you go about landing your first few jobs and freelance projects?
During my undergraduate years, I picked up freelance work through my personal network and small business owners. I kept putting myself out there and saying yes to opportunities. My first full-time role as a visual communication designer actually came through LinkedIn.
What has been your biggest challenge along the way?
Getting a job in a UK-based design agency – which I’m still working towards.
The visa process is complicated and expensive, and often I wouldn’t know whether a rejection was because of sponsorship limitations or something else like my portfolio or communication style. It’s tough when companies aren’t always upfront about these factors.
“Nothing beats in-person conversations. I always try to be bold, put myself out there and talk about my work.”
How important are social media and self-promotion to your work? Do you have any advice or learnings to share?
Social media is like your movie trailer – it gives people a glimpse of your personality and your work when you’re not there to explain it.
I’ll admit I’ve struggled to keep up with self-promotion. But this year, I’ve been trying to be more consistent. That said, nothing beats in-person conversations. I always try to be bold, put myself out there and talk about my work, because those face-to-face interactions are what have helped me grow the most.
What are three things that you’ve found useful to your work or career, and why?
- Talking through my work during interviews has helped me figure out how to present myself better. Hearing someone’s reactions to your story teaches you a lot.
- Platforms like It’s Nice That, The Brand Identity and Hard Copy have helped me stay inspired and connected to what’s happening in the creative world – especially in India.
- LinkedIn has been a great space for connecting with other designers and finding opportunities I wouldn’t have known about otherwise.
Muskaan's 'You've been served' envelopes for agencies
What have been your greatest learnings with making money and supporting yourself as a creative?
Always ask for an advance payment and a clear scope of work before starting a freelance project.
In the beginning, it’s easy to take on vague projects and then chase payments for weeks. Having some financial security upfront makes it much easier to focus on the work itself, and to collaborate honestly with your clients.
“I once hand-delivered a ‘you’ve been served’ envelope to agencies I admired. It got me interviews!”
My advice
What’s the best career-related advice you’ve ever received?
A senior brand designer once told me: “Be bold and shameless in what you want from your career.”
Whenever I hesitate to reach out to someone, I remind myself of that advice. For example, I once hand-delivered a “you’ve been served” envelope to agencies I admired. It got me a few interviews!
At networking events, I made a gum box to hold my business cards – when someone took a gum, they’d find a business card hidden inside. It was a playful way to break the ice, and it actually led to some great connections and even a limited-edition Pentawards book.
What advice would you give to someone looking to get into a similar role?
Step back and ask yourself why you want to be a brand designer. Start from that purpose and let it guide you.
Don’t take yourself too seriously. Be ready to hustle. Go out and meet people, then come home, make a coffee and work on something that excites you.
When your purpose fuels your creativity, it makes the work feel a lot more meaningful.