An un-medicated high.

An un-medicated high.

Needing to quench my thirst, I bought this Indian carbonated water for the illustration and tagline combo as well. I was already in the Himalayas, heading to Bhutan or on my way back. So, there!

Next logo change, I’d move “Lehar” to the bottom or back and let the mountains and “Evervess” take the spotlight. The maker’s prominent display (on its bottles and snack packages) is akin to “The Coca-Cola Company” splashed center stage on every beverage it sells, regardless of whether Coke, Sprite or Dasani is inside.

“Evervess” is powerful. It’s evocative, fun to say and onomatopoeic. Starting off strong with the stressed initial “E,“ the name then softens out…much like any gaseous beverage action. What’s more, it’s suggestively descriptive: the drink is super-fizzy, as another fan attests. — ¡!¡!¡!¡!¡!¡!¡!¡! — I love the visual and verbal references to both “effervescent” and Mt. Everest. Bubble on!

Backstory: Lehar is a brand of soft drinks and salties owned by PepsiCo. From 1988, when the company entered the subcontinent’s market, until the ban on using foreign brand names was lifted in 1991, PepsiCo was forced to use an Indian name, even on its flagship drink. Pepsi Era? Not allowed. Lehar Pepsi (lehar = wave)? Approved. PepsiCo marketed its products under this former Indian joint venture label until it bought out its partners in 1994.

Sourced: Thailand/Bhutan.

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