For a brand that has lived in India’s collective memory for nearly five decades, every visual tweak carries weight. That’s what makes its newly unveiled visual identity such a significant moment not just for the brand, but for how legacy Indian brands are choosing to evolve.
After more than 20 years, Thums Up has rolled out a refreshed visual world that signals a clear shift: this is a brand ready to speak to a new generation that values ambition, individuality and intensity, but on its own terms. The update marks only the fourth evolution of Thums Up’s logo since the brand was launched in 1977, underlining just how rarely the cola giant revisits its core identity.
The redesign has been developed by Thums Up’s in-house team in collaboration with design agency SUPERULTRARARE®. Rather than rewriting the brand, the exercise focuses on sharpening it. The familiar elements remain most notably the iconic thumb mark but they now appear bolder, more structured and better suited to a screen-first world.
The refreshed colour palette spiced red, iced blue and storm blue leans into Thums Up’s long-standing associations with strong taste and high energy, while adding a more contemporary edge. Importantly, the identity has been optimised for consistency across digital platforms and retail environments, a necessity for a brand that now lives as much on mobile screens as it does on store shelves.
Matthew Kenyon, Founder, The SUPERULTRARARE® elaborated, “We set out to distill the core essence of what Thums Up represents and what emerged was a powerful cultural signal – strong, resilient, and iconic…just ready for the present. Building on this, we sharpened the identity by preserving what consumers love while amplifying what lies ahead – resulting in a bolder, clearer expression designed for today’s Indian youth.”
Sumeli Chatterjee, Senior Director, Sparkling Flavours, Coca-Cola India and Southwest Asia excitedly added, “Fornearly five decades, Thums Up has been a defining force in youth culture representing bold and relentless confidence with an unmistakably ‘toofani’ spirit. Its iconic ‘Taste The Thunder’ line, strong taste, and adventurous communication have inspired generations, making it the drink of choice of young India. The new Thums Up visual identity is a strategic step forward that reinforces our cultural relevance as we unlock the next phase of growth and make the brand world more dynamic, distinctive and exciting for the future.”
