The new identity has been created to boost brand recognition. It is part of the packaging and communication evolution of the brand, crafted to deliver strong brand recall and drive impulse purchase
BestMediaInfo Bureau | Mumbai | February 28, 2017
Parle Agro unveiled the new bold packaging of its apple drink Appy yesterday. The company’s design partners, Sagmeister & Walsh, co-created the new look for the brand revamp.
Appy, a Rs 200-crore brand, continues the use of its distinctive black packaging but with an evolution of its logo developed to build a strong brand personality to attract new consumers.
The new logo has a distinctive, appealing look that will help expand brand footprint in India and abroad. The 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 and 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 years, the brand has seen double-digit growth attributed to strong distribution and market acceptance.