7UP Global Redesign

As an iconic, 94-year old brand, 7UP has a rich history and holds a special place in many consumer’s hearts. With the lemon-lime category in decline, and the 7UP identity feeling a little outdated, we gave 7UP’s packaging and visual identity a huge overhaul; reimagining the brand in a thoroughly modern and distinctive way.

The new identity embellishes 7UP’s signature green with new zesty citrus tones that add a vibrant, uplifting feel, whilst celebrating the brand’s legendary taste credentials. We re-crafted the main trademark and give greater prominence to the red spot. The project won over thirty global awards including a Red Dot, iF Award, Dieline, and Pentaward.