7Up gets zingy, energetic brand overhaul

Carried out by the PepsiCo Design and Innovation Team, 7Up has completed its first refresh in over seven years; one that includes a new global brand positioning and visual identity.

The design that will be visible on packaging for 7Up and 7Up Zero starting March 2023 is anchored towards a punchier, more minimal execution. 7Up’s well-known green palette has been maintained, though the brand says it has added “zesty citrus tones”.

Meanwhile, the logo has been energetically extended to appear 3D with “high-contrast lines” which creates the illusion of the 7 moving upwards. This slanted presentation echoes across assets and is in line with the brand’s “UPliftment” positioning. The illustrated icons of citrus fruit that typically appear on packaging have been flattened to appear as abstracted shapes.

Mauro Porcini, SVP and chief design officer of PepsiCo, states: “Our new visual identity for 7Up was inspired first and foremost by the brand’s creation of moments of UPliftment throughout its history. The PepsiCo Design and Innovation Team created a bright and confident visual identity system that will echo across cultures, regions and languages.”

It follows a series of popular drinks brands plumping for stripped-back packaging, including Coca-Cola, Sprite, and Lilt, which abandoned the illustrated pineapple on its packaging last year – foreshadowing the recent announcement that Coca-Cola-owned Lilt will soon be rebranded as Fanta Pineapple and Grapefruit.