Tasty Tops
Not a spice blend. A new way to top.
Podi wasn’t the problem. Positioning was.
Tasty Tops set out to introduce podi — a traditional South Indian dry chutney powder — to the US market. But not as a seasoning or spice. As an everyday topping.
Our job was to build packaging that simplifies the idea, sharpens the use case, and makes a niche Indian product feel globally relevant without losing its soul.
Logo System
The mascot-style logo features Amma, the soul of the brand — mortar and pestle in hand, ready to serve tradition with a smile. She’s not just visual branding; she’s emotional positioning.
The wordmark is modern, grounded, and built to pair with or without the mascot — adaptable across digital and print touchpoints.
The color palette draws from Indian kitchen cues but avoids the overly ethnic look, keeping it fresh, young, and shelf-ready.
The entire system works together — from icon to type — to ensure Tasty Tops looks at home both in a Brooklyn Whole Foods and on an Indian kitchen shelf.
Our Approach
We didn’t explain podi.
We showed how to use it.
Every design decision — from the mascot’s gesture to the line spacing — was rooted in cultural familiarity and first-world readability. The packaging educates without overwhelming, invites without overselling.
Our View
Tasty Tops doesn’t whisper heritage.
It smiles and says “Try me.”
The logo is now more than an identifier — it’s the brand’s warmest introduction.