DMA Yellow Works creates the new identity for India's most popular cola - Thums Up. The challenge was to improve on overtly masculine identity that was missing out on style and coherent message throw.
The new design retains the essence of this well recognized cola. The identity was create to exude power, yet make the brand more contemporary
The earlier tag line added too much clutter and dominated the brand.
This was remedied in the new design. The typography selected also makes the tagline more readable.
As for the results, the following news clip sums it up ...
From Media News Line - 20th Feb 2009 ...
According to Kashmira Chadha, Director Marketing, Coca-Cola India, “The latest ‘Thums Up communication for 2009 takes the whole idea of “I Will Do Anything For My Thunder” attitude of the Indian male to the next level by adding a layer of fun and playfulness to it. The Thums Up drinker indulges in adrenalin pumping action to get a bottle of his favourite soft drink Thums Up because he loves to do it and not because he has to. To bring out this thought to life, Akshay Kumar will be seen in a twin avatar, playing a game to get a bottle of his favorite Soft Drink – Thums Up. To further enhance the appeal and connect with consumers, the Thums Up logo too has been contemporized. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently.”
About The New Thums Up Logo
The new Thums Up logo unit has been contemporized in line with the latest global design trend of simplicity & clean look. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently. The new Logo has been designed by DMA Brand Consultants Pvt Ltd (Now DMA Yellow Works ) and takes its inspiration from the “Eagle’s Wings” to enhance the visibility and dynamism of the brand Thums Up.