Quebecor’s prepaid brand Fizz is getting a makeover it announced on Wednesday.

After eight years of growth in Quebec and an expansion that has pushed it into Ontario, Manitoba, Alberta and British Columbia, the carrier has rolled out a new brand identity, along with a new tagline: “Fizz, a no-brainer.”

“Fizz’s distinctive, refreshing signature and our promise to give members as many benefits as possible, with no compromises or nasty surprises, remain unchanged. At the same time, the brand is evolving and streamlining itself to better match the codes of digital and today’s expectations. Beyond the visual refresh, the exercise also aims to improve digital performance, user experience efficiency and brand consistency across every platform,” said Martin Gendron, General Manager of Fizz, in a statement.

The new identity came together with the creative team at Qolab, while a 360 campaign led by agency Elmire will roll out nationally as well.

“We’re proud to have guided Fizz through the evolution of its brand identity. This visual repositioning reflects the maturity the brand has gained over the past few years, while preserving the energy, boldness and closeness that have set it apart from the start,” said Antoine Bécotte, Creative Director at Qolab.

Fizz launched as an all-digital brand back in 2018 and brought in perks that were rare at the time, like automatic rollover of unused data, the ability to gift data to another member, and referral and loyalty programs.

Beyond wireless, Fizz also sells Internet and TV plans in select Canadian markets.