RESEARCH. Stakeholder Interviews. Brand & Business Audit. Competitive Analysis. IDENTITY. Logo Design. Packaging. EXPRESSION. Collateral. Integrated Communications.


Tify is the gourmet sub-brand of The Global Green Company, the food and nutrition division of the $4 billion Avantha group. It has a formidable presence in the wholesale and retail sectors for condiments such as gherkins, jalapenos, salsa, relish, pickles and sauces using the finest ingredients from around the world. Tify is the leading supplier of condiments to leading restaurants and food chains across India.


The Tify brand was created in the year 2000 and was positioned as ‘global food for global people’. The brand needed a broader platform to appeal to the masses. Additionally, it needed to be more relevant to the times as the positioning, identity, packaging and go-to-market strategy were outdated and needed a major refresh. We were tasked with revitalizing the brand and making it more contemporary and appealing.

Tify Logo Design by Crosspollen
Tify Packaging Designs
Tify Brand Identity


We conducted an exhaustive national and international category audit with particular focus on major gourmet food players and producers of condiments. We used these findings to give the Tify identity a new avatar to make the brand stand out in a crowded and competitive market. Next we redesigned the packaging to appear more premium and provide a semblance of consistency and unity across the product range, using common elements across the branding. We followed this up by launching and activating a range of Tify products including ketchup, salsa, relish and sauces.


Consumer feedback has been overwhelmingly positive since the branding overhaul. There has been a marked increase in sales and awareness of Tify products especially in the retail sector. The redesigned packaging and activation activities have helped create strong demand and recall for the brand.