Appy Fizz: A New Brand Campaign from Sagmeister & Walsh

What does the taste of sparkling apple juice look like?

Sagmeister & Walsh seeks to answer that very question with its latest rebranding and visual identity campaign for Appy Fizz, an Indian sparkling apple juice brand.

“The new Appy Fizz identity visualizes carbonated bubbles through a dynamic graphic language of circles and dots,” Walsh told PRINT. “From the print campaign to the television commercial, this distinct circular language and color palette unites the various mediums to form a distinct look and feel for the brand.”

This isn’t the first time the notoriously selective NYC-based design firm has created a larger-than-life campaign in the same vein. In the spring of 2015, they launched a “massive” campaign for Frooti, one of India’s largest mango juice brands.

For Appy Fizz, Sagmeister & Walsh worked with brand ambassador and Bollywood star Priyanka Chopra and Montreal-based film and photography studio Vallee Duhamel to create a bold TV spot to accompany the campaign.

“In the film Priyanka ‘sheds’ the sweeter tonality of the brands past for a strong, bold, sexier tonality that will continue for future campaigns,” Walsh said.