Thums Up has revealed a refreshed visual identity, marking its first major design update in over 20 years. Developed by the brand’s in-house design team in collaboration with design agency SUPERULTRARARE, the rebrand aims to strengthen consistency and adaptability across today’s increasingly digital and retail-driven brand touchpoints.
The update retains Thums Up’s most recognizable visual cues while refining them for contemporary use. The logo, which has been redesigned only three times since the brand’s launch in 1977, now features sharper typography and cleaner detailing. These changes are intended to enhance clarity and scalability across formats, from mobile screens to in-store displays.
The refreshed colour palette continues to draw from the brand’s iconic red and blue tones, while introducing new variations to improve contrast and ensure visual consistency across both digital and physical platforms. The thumb-mark, a long-standing symbol of the brand, remains central to the identity, with subtle refinements made to maintain familiarity while aligning with modern design standards.
According to the company, the new visual system reflects shifts in youth culture and evolving consumption habits, particularly the growing importance of digital-first brand experiences. The refresh is positioned as a strategic move to keep Thums Up culturally relevant as it enters its next phase of growth.
Commenting on the update, Sumeli Chatterjee, senior director – Sparkling Flavors, Coca-Cola India and Southwest Asia, said the new identity reinforces Thums Up’s bold, confident and ‘toofani’ spirit while making the brand world more dynamic and future-ready. Matthew Kenyon, founder of SUPERULTRARARE, added that the design process focused on preserving what consumers love about Thums Up while sharpening its expression for today’s Indian youth.
The updated visual identity will be rolled out in phases across packaging, digital platforms and brand communications, signalling a renewed yet familiar face for one of India’s most iconic soft drink brands.
