7Up’s first “major” brand overhaul in over seven years is punchy, but simple
The new identity aims to “better capture the brand essence”, while more minimal packaging reflects the growing trend of brands flattening and simplifying graphics.
- Liz Gorny
- 16 February 2023
7Up has undertaken its first refresh in over seven years, which includes a new international brand positioning and visual identity. The overhaul has been carried out by the PepsiCo Design and Innovation Team with the aim of getting closer to the “essence” of 7Up, in keeping with its international platform”, a release explains.
The design moves towards a punchier, though more minimal execution; it will be visible on packaging for 7Up and 7Up Zero starting March 2023. 7Up’s well-known green palette has been maintained, though the brand says it has added “zesty citrus tones”. Meanwhile, the logo has been extended to appear three-dimensional 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.
Across assets, there are added geometric elements, and a greater sense of energy and dynamism. Though the wider changes are minimal, reflecting a recent wave of rebrands utilising flattened logos and sticking to long-standing graphic elements, such as the rebrand Everton F.C., which maintained Everton’s beloved tower icon, and an overhaul for Branston Pickle.
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.”
GalleryPepsiCo Design & Innovation Team: 7Up (Copyright © PepsiCo, 2023)
PepsiCo Design & Innovation Team: 7Up (Copyright © PepsiCo, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.