Reimagine a heritage Ahmedabad brand for 2026.

DHARTI is not a new brand looking just for a logo.

It is an Ahmedabad edible-oil name with a history predating its 1960 trademark registration, now being rebuilt and revived for a completely different generation of consumers. Mention “DHARTI SING TEL” to someone over the age of 50 who was born and raised in Ahmedabad and has spent most of their life here, and you may see something shift immediately: recognition, memory, a sense of home.

We are looking for a rare combination of creative thinker, brand builder and hands-on operator to work directly with the promoter and help answer one central question:

What should DHARTI look, feel and sound like if it were being built today without erasing where it came from?

This is not a social-media management role.

This is not a role for someone who wants to reproduce the standard D2C formula of beige packaging, founder Reels, influencer testimonials, recipe posts and generic claims about quality.

We want someone who can develop ideas that feel unmistakably DHARTI.

Your challenge

You will help take DHARTI from heritage asset to launch-ready consumer brand.

That means thinking across

Brand → Packaging → Story → Product → Digital Experience → Launch

You will work directly with the promoter, with genuine influence over the decisions that shape the brand.

Brand & creative direction

- Develop a sharp contemporary positioning for DHARTI.
- Evolve the visual identity while protecting the heritage elements worth preserving.
- Create a distinctive visual and verbal language.
- Define how Gujarati, English, typography, photography, illustration, colour and imagery should work together.
- Build creative codes that make a DHARTI communication recognisable even before someone sees the logo.
- Challenge anything that feels generic, fashionable for the sake of being fashionable, or easily copied by another edible-oil brand.

Logo and Packaging
- Creatively lead logo and packaging redesign.

The relaunch idea

We do not want to simply “announce that DHARTI is back.”

We want a creative platform strong enough to make people curious about why DHARTI deserves to return at all.

You will help develop

- the central launch idea;
- campaign concepts;
- social-media creative properties;
- launch films/content;
- photography and art direction;
- customer experiences and activations;
- and the creative system our internal team can continue after launch.

We are interested in ideas with tension, originality and cultural relevance, not content created merely to fill a calendar.





D2C experience

Help translate the brand into a digital buying experience.

You will help define

- website storytelling;
- information hierarchy;
- product pages;
- customer journey;
- visual direction;
- copy and communication;
- conversion experience.

You do not need to personally code the website.

You need enough judgement to know whether the final experience is strategically and creatively right.

Build the right specialist team

We are NOT looking for a mythical person who is simultaneously a world-class designer, filmmaker, Shopify developer, copywriter and media buyer.

Part of your job is knowing when specialist expertise is required.

You should be capable of finding, briefing and directing:

- designers;
- packaging specialists;
- photographers;
- filmmakers;
- developers;
- copywriters;
- performance specialists;
- and other creative collaborators.

You remain responsible for making sure everything feels like one brand, not seven freelancers.

Who we want

We care less about your exact job title and more about how you think.

You could currently be a:

Creative Director

Brand Strategist

Independent Brand Consultant

Design Director

Senior Art Director

D2C Brand Lead

Creative Entrepreneur or someone whose career does not fit neatly into any of those titles.

You should have

- Approximately 3 years of meaningful brand/creative experience.
- Solid creative judgement.
- Evidence that you have shaped brands, not simply produced assets for them.
- Experience turning strategy into visual and verbal ideas.
- A strong understanding of contemporary culture, design and consumer behaviour.
- Enough commercial intelligence to understand that beautiful work still has to sell a product.
- Confidence to disagree with the promoter when you believe an idea is wrong.
- Curiosity about why consumers behave the way they do.
- The ability to move comfortably between a strategy conversation and the details of an actual execution.

Experience in FMCG, food, D2C, premium consumer brands or heritage-brand transformation is valuable, but exceptional thinking matters more than category experience.





What will NOT impress us A portfolio full of attractive Instagram grids.

Marketing jargon.

Generic moodboards.

Saying every project was “360-degree.”

Following whatever visual aesthetic is currently popular on Pinterest.

Rebranding DHARTI so completely that its history disappears.

Or presenting an idea another oil brand could execute simply by changing the logo.

What WILL impress us

Show us something you changed.

A brand that became sharper because of your thinking.

Packaging that solved a commercial problem.

A campaign people actually noticed.

An unconventional idea that survived execution.

A piece of work where you can explain:

What was the problem?

What was your idea?

Why was it different?

What exactly did you personally contribute?

What happened afterwards?

What success looks like

At the end of this engagement, DHARTI should have:

- a clear contemporary positioning;
- a distinctive brand identity;
- launch-ready logo and packaging
- an ownable creative platform;
- strong launch assets;
- a compelling D2C website experience;
- a social creative system an internal team can execute;
- organised editable/source files;
- and a brand world capable of growing for years rather than one launch campaign.

Why this opportunity is unusual

You are not being hired to maintain an established brand.

You are joining at the point where the important questions are still unanswered.

You will work directly with the fifth-generation promoter of DHARTI, with access to the brand's history, manufacturing, product and business thinking.

There is no large marketing hierarchy between your idea and the person making the decision.

If you want to help rebuild something with history rather than invent another brand from scratch, this could be an interesting project.

How to apply

Please send

- Your CV or professional profile.
- A portfolio or links to relevant work.
- Three projects you are genuinely proud of and exactly what you personally contributed to them.
- A short answer to this question:

“How would you make a heritage brand feel culturally relevant today without turning it into either nostalgia or another generic up-to-date D2C brand?”

- Your current location, availability and preferred project/contract structure.

Compensation: Open to project-based, part time or full time and commensurate with capability, experience and agreed scope.

Location: Ahmedabad-based candidates are preferred. Regular in-person collaboration will be required.

Pay: ₹40,000.00 - ₹50,000.00 per month

Work Location: In person

📌 Creative Brand & Launch Lead (Ahmedabad)
🏢 OLD TIGER FOODS PRIVATE
📍 Ahmedabad