India’s homegrown cola brand Thums Up has rolled out a new visual identity, marking its first major design change in over 20 years. The refreshed look reflects a strategic shift by the brand to align with a new generation defined by confidence, ambition, and a desire to push boundaries. The rebrand has been developed by Thums Up’s in-house design team in partnership with UK-based design agency SUPERULTRARARE.
The updated identity retains the brand’s core elements while giving them a sharper and more modern expression. The typography is more chiseled, while the signature tri-colour palette—spiced red, iced blue, and storm blue—draws from the brand’s legacy. According to the company, the new logo has also been optimised for digital platforms and retail shelves to ensure consistency and stronger visibility. Sumeli Chatterjee, Senior Director, Sparkling Flavours at Coca-Cola India, said the change is aimed at strengthening Thums Up’s cultural relevance as it enters its next phase of growth. SUPERULTRARARE founder Matthew Kenyon said the idea was to preserve what consumers love while preparing the brand for today’s youth.
In Kolkata, trade sources said the new visual identity is expected to help Thums Up stand out further in a crowded cola segment. With strong penetration across neighbourhood stores and modern retail outlets in the city, the sharper packaging is likely to attract younger consumers and support shelf recall, especially as demand for no-sugar variants like Thums Up XForce continues to grow. Launched in 1977, Thums Up remains one of India’s most recognised beverage brands, and the company says the new identity sets the tone for its next chapter while staying true to its “Toofani” spirit.