7UP New Brand Identity

New Get Up, Same 7UP

Reenvisioning the visual identity of a universally beloved brand can be a daunting task. But when it comes to 7UP, we’re always open to shaking things up. Inspired by the citrusy soda’s feel-good vibes, we wanted to create a new look and feel that captured the brand’s effervescent essence in a changing world. The result: The first 7UP redesign in over seven years.

Brand

7UP

Type

Branding & Packaging

Region

Europe

The Idea

A history of UPliftment

Throughout its history, the 7UP visual identity reflected its unique heritage as the original lemon-lime soda. But in our always-on world, we knew it was time for 7UP to embrace a modern, flexible visual identity system.

Before boldly charging forward, we first looked to the past, where we discovered the lemon-lime soda’s longstanding heritage of connecting people around the world in fizzy moments of joy. These moments of ‘UPliftment’ became our North Star and inspired us to bring 7UP into the future with a bold and positively refreshing look.

the design

A bold new identity

The redesign journey began with our compass pointed UP. As we dove into the design process, we envisioned a more confident, modern look that connects with the people and passions of today.

One of the first strategic choices we made was to maintain the iconic green color of 7UP and make it the keystone of a bright, confident visual identity system. Next, we added citrusy hues to give the punchy palette a fresh vibrancy reflective of its crisp taste.

By angling our new logo up, we added a splash of upward dynamism, infusing the invigorated identity with a sense of movement. We also switched things up to enable the “UP” in 7UP to be translated across cultures, regions and languages for a unified yet localized look. In connecting the brand’s heritage with our vibrant vision for its future, the new high-energy visual identity system of 7UP is ready for the global stage.

the outcome

That’s What’s Up

The 7UP redesign is bursting with bold contrast and upward energy. But don’t just take our word for it. The redesign received global coverage in Fast Company, AdWeek, Dezeen, and more. With our refreshing redesign of 7UP, the future is as bright as its new look.

7UP is a trademark of a PepsiCo affiliate for all international markets excluding the United States.

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