The Indian carbonated soft drink brand Thums Up has unveiled a rebuilt visual identity. For two decades, the brand barely intervened in its own presentation, so the current step is perceived as a change of era. The project was carried out by the company’s in-house team together with the agency SUPERULTRARARE® and is aimed at an audience shaped by the digital environment.
The Thums Up mark has changed infrequently since 1977, and each version coincided with major shifts in India’s mass culture. The new interpretation retains the thumbs-up image, but its outlines are sharper and drier. The symbol is adapted for screens, interfaces, and fast perception scenarios. The lettering has also been reworked. The typeface features sharp angles and a straightforward construction, reinforcing a sense of intensity and flavor richness.
The color system is built around three new tones. The base includes spiced red, iced blue, and storm blue. Red acts as a marker of strength and density, while cool blue shades evoke a sense of freshness. The palette is designed for unified use across digital channels and packaging, without separating online and offline environments.
Within the company, the updated image is linked to a shift in reference points among a younger, experience-oriented audience toward risk and experimentation. Thums Up remains one of the key brands in the Coca-Cola portfolio and continues to hold leading positions in the Indian market. The brand is supported by large-scale advertising platforms such as Taste The Thunder, Palat De, and Soft Nahin Toofan, which have shaped its public image over many years.
Product development confirms the chosen direction. Last year, the lineup added Thums Up XForce, a no-sugar variant. The drink became a segment leader within 6 months of launch.