Appy Fizz, a fruit-flavored drink from Parle Agro, launched almost 20 years ago, has assumed a new brand identity, which the company says is a fresh, re-imagined, bolder.
Appy Fizz’s red, white and black brand colors have been juxtaposed in clean, contemporary lettering for the brand’s logo. Known for its light, refreshing and tangy flavor, the sparkling fruit-flavored drink touted as a healthier alternative to colas and dominates the category with a 99% market share.
Nadia Chauhan, joint managing director and CMO of Parle Agro, says Appy Fizz is a statement-making beverage that has consistently maintained a distinct and outstanding identity. Despite inspiring numerous similar drinks in the market, Appy Fizz’s innovation and quality have set it apart, he says.
Through the brand redesign, Parle Agro aims to celebrate Appy Fizz’s quality and bring a disruptive new look to the sparkling fruit-flavored drink category.
The new packaging has been designed and conceptualized by Pentagram. Speaking on the new design, Harry Pearce, partner, Pentagram Design, said, “The essential idea for the Appy Fizz design was to modernize and to create a more visually arresting identity and bottle shape, moving the brand away from the huge number of copycats. We re-addressed the emphasis giving the word ‘Appy’ equal prominence to ‘Fizz’ and employed a distinctive font with custom elements. The design retains the brand equity invested in black, white and red with a nod to the apple in the red dot.”
Kriti Sanon and Jr. NTR, Appy Fizz’s brand ambassadors, are seen in the new campaigns with fresh packaging of the brand. A leading name in the beverage industry, Parle Agro is the largest Indian beverage company with a brand turnover of almost Rs 8000 crore.
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Naresh Khanna – 10 February 2025
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