Parle Agro today unveiled the bold new packaging of Appy, India’s first apple juice drink. Creative agency and the company’s design partners Sagmeister & Walsh co-created the look with Parle Agro for the brand revamp.
Appy, a Rs 200 crore brand, continues the use of its distinctive black packaging with an evolution of its logo developed to build a strong brand persona, attracting new consumers to the brand.
The new brand identity is created to boost brand recognition and create a strong distinctive identity. The identity will be a part of packaging and communication evolution of the brand, crafted to deliver strong brand recall and drive impulse purchases. The new logo has a distinctive, appealing look that will help increase growth and expand brand footprint in India and abroad. The new image has a vibrant feel to it that clearly distinguishes itself from Appy Fizz in terms of visual identity, communication, and packaging design.
Commenting on the new look, Nadia Chauhan, JMD & CMO, Parle Agro said, “Parle Agro has continuously evolved all its brands through the years, keeping it relevant to the times. The new Appy design gives it a contemporary and bold look making it call out to consumers, especially in the cluttered retail environment that we operate in. Appy has retained the leadership position in the apple fruit drink category over the years and in 2017, with the various initiatives that we will introduce, we plan to scale up this brand multifold.”
Parle Agro was a pioneer in introducing India’s very first apple drink Appy, which is available at price points of Rs 10 and Rs 15. Appy has not only created the category in the country, but also continues to be the market leader. Over the past years, the brand has seen double digit growth attributed to strong distribution and market acceptance.