Tasty Tops
Rooted in India. Readable in America.
Not a snack. Not a chutney. Not a dip. Tasty Tops is India’s original topping—bottled, branded, and brought to the world. How do you take something as deeply cultural as podi and give it shelf appeal in a completely new market? That was our challenge.
Tasty Tops set out to create an entirely new category in the U.S.—and we knew the packaging had to carry the weight of both education and emotion. Our strategy: simplify the message, amplify the roots, and build a visual language that travelled well—from Indian kitchens to New York pantries.
Packaging Concept
Rooted in India. Readable in America.
Podi isn’t a word most Americans know. So we reframed it: “Indian toppings” — familiar in tone, bold in implication.
We introduced a central brand figure, ‘Amma’. She’s part nostalgia, part disruptor, and all heart.
Clear jars let the product do the talking. Visual transparency = instant credibility.
Messaging Strategy
If you’re building a category, start with clarity.
Every word on the label is written to make discovery easy: “Nutty. Spicy. Bold.”
The “Indian topping” descriptor avoids confusion and builds intrigue.
‘Amma Approved’ isn’t just cute. It’s a seal of authenticity—tying tradition to trust.
Our Approach
This wasn’t packaging. It was an introduction. And first impressions matter.
Tasty Tops brings an Indian original to a new table—without losing its soul on the journey.