Kitchen appliance brand Butterfly rolls out updated logo & brand positioning

Kitchen appliance brand Butterfly has announced a brand refresh aimed at aligning with shifting consumer lifestyles and emerging cultural attitudes. The update includes a redesigned logo, revised brand positioning, and renewed focus on the evolving needs of Indian households.

At the centre of the rebranding is a new visual identity featuring a fingerprint motif embedded within butterfly wings. The company says the symbol represents individuality and transformation, reflecting its core belief that while life changes, a person’s essence remains constant.

“For over 40 years, Butterfly has been a part of millions of kitchens across India. Today, as homes become more fluid and identities more self-defined, our new identity reflects not just who we are—but who we’re here for,” said Swetha Sagar, Chief Business Officer at Butterfly.

The brand’s new positioning, ‘Celebrating Change’, is intended to resonate with what it describes as a “zillenial” mindset individuals who value authenticity while embracing transformation. 

“This is more than a rebrand. It’s a reimagining of what it means to belong in a modern Indian kitchen. Butterfly is for the originals. The ones who grow, shift, and adapt, but never lose the essence of who they are,” added Sagar.

The redesign comes as Butterfly, a subsidiary of Crompton Greaves Consumer Electricals, seeks to strengthen its position in the home solutions segment. Alongside the visual refresh, the company is revamping its product range.

With this initiative, Butterfly aims to better align with hybrid lifestyles, changing family dynamics, and technology-integrated living, offering kitchen solutions that are both functional and reflective of modern identity.

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