For a new Appy Fizz identity, Sagmeister & Walsh visualizes carbonated bubbles through a dynamic graphic language of spheres and circles. The sparkling apple juice drink is produced by Parlé Agro, the largest Indian food and beverage company; it builds on its predecessor, Appy, which was a non-carbonated juice. The new packaging and branding campaign reduced the size of the apple to an accent on top of the FIZZ lettering, the term APPY is rendered in an elegant hand-written approach, and it is all anchored by a large black label that elevates the brand.
The package design and brand upgrade is supported by print and television, using the same circular language in a bold red, white and black color palette that unites the various mediums. Brand ambassador and Bollywood star Priyanka Chopra also starred in a film for Appy Fizz; she has a sweet image on screen in India but provides a stronger, bolder, sexier tone for the campaign — “you guys need more balls” — that is expected to continue for future campaigns.
The package design and brand upgrade is supported by print and television, using the same circular language in a bold red, white and black color palette that unites the various mediums. Brand ambassador and Bollywood star Priyanka Chopra also starred in a film for Appy Fizz; she has a sweet image on screen in India but provides a stronger, bolder, sexier tone for the campaign — “you guys need more balls” — that is expected to continue for future campaigns. Credits go to Creative Directors Jessica Walsh and Stefan Sagmeister; Lead Designers Jessica Walsh and Felipe Rocha; Designers Daniel Brokstad, Fumi Omori, Liron Ashkenazi, Pol Solsona, Simón Sepúlveda, Zipeng Zhu; Animation by Esteban Diácono, Karan Singh, Pedro Veneziano, Zipeng Zhu; 3D Artists Esteban Diácono, Pablo Alfieri, Pedro Veneziano; TVC Vallée Duhamel; Photography by Leda & St. Jacques; Retouching by Lutz + Schmitt; and Website Developer Nicholas Pyle.
