Thums Up refreshes visual identity

Rather than a complete overhaul, the refreshed identity builds on familiar brand codes

by e4m Staff
Published: Jan 17, 2026 10:05 AM | 2 min read

Thums Up has rolled out a new look, signalling its most significant design refresh in over 20 years. The makeover has been crafted by the brand’s internal creative team, working closely with design studio SUPERULTRARARE, according to media reports.

Rather than a complete overhaul, the refreshed identity builds on familiar brand codes while making them more flexible for modern touchpoints, from smartphone screens to in-store displays. The logo—updated only a handful of times since Thums Up first appeared in 1977—now features crisper lettering and refined visual details.

The brand’s signature red and blue remain at the core of the palette, complemented by new tonal treatments aimed at improving clarity and consistency across formats. The iconic thumbs-up symbol continues to anchor the identity, subtly reworked to ensure it feels contemporary without losing instant recall.

The company reportedly said the redesigned visual language reflects evolving youth sensibilities and changing ways people engage with brands, especially in a digital-led environment.

Media reports quoted Sumeli Chatterjee, senior director, Sparkling Flavours, Coca-Cola India and Southwest Asia, as saying the brand has long stood for fearlessness and confidence among young consumers. “For decades, Thums Up has embodied a bold, ‘toofani’ attitude through its strong taste, ‘Taste The Thunder’ positioning, and adventurous storytelling. This refreshed identity is a deliberate step to keep the brand culturally relevant as we enter our next chapter of growth, making the Thums Up universe more energetic, distinctive, and future-ready,” she said.