Maaza is a billion-dollar soft drink brand in India that’s more popular than parent company Coca-Cola’s signature soda on the subcontinent. Launched in 1976, Maaza has become a household name, and it recently enlisted creative agency Taxi Studio to modernize its brand identity.

Taxi Studio went further than a brand refresh, however, creating a new brand world for Maaza, dubbed “Mangotopia.” Featuring mango groves and conveying indulgent refreshment, it strikes a chord with the brand’s mango-loving consumer base. Lush typography and imagery depicting sunlit groves and succulent fruit draw parched consumers into Mangotopia, helping the Maaza brand defend its market position while potentially winning new customers over.