Butterfly unveils new brand identity

Butterfly, a kitchen appliance brand, has introduced a new brand identity and updated its focus to better align with current consumer needs. The new brand identity features a fingerprint merged with butterfly wings.

Butterfly’s new brand approach targets consumers with a ‘zillenial’ mindset—people who are open to change but value authenticity. The focus shifts from age-based demographics to attitudes and behaviours, aiming to connect with those who adapt while staying true to themselves.

“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, Butterfly.

“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.” she said.

Additionally, Butterfly is updating its product range, including mixer grinders and cooktops, to be more user-friendly, durable, and modern.