TGF (Truly Good Food) launched as a Swiggy private label—but with a twist. It had to stand on its own, with no mention of its parent brand. The goal: to feel credible, high-quality, and entirely digital.
We positioned TGF as a value brand with a simple promise: great quality makes for great taste. The name gave us room to play—quirky yet honest, it captures the brand’s straightforward appeal. The bold, handwritten logo in a drawn circle feels approachable but confident. For packaging, we built a flexible system where the logo takes centre stage, with vibrant backgrounds and ingredient visuals creating a bold, contemporary look—fresh, memorable, and made for Instamart shelves.
