PEPSICO has undertaken a ‘major overhaul’ of its 7UP brand with the launch of a new visual design for the drink.
The organisation said that the new visual identity system represents a design that better captures the brand essence. It maintains 7UP’s ‘iconic signature’ green colouring with added ‘zesty’ citrus tones – bringing a ‘vibrant, uplifting new feel’ to the packaging.
The new design will be showcased across the 7UP range, with it being launched through a multi-touchpoint comedy-centric campaign across static, motion, and digital assets beginning next month.
Mauro Porcini, SVP & chief design officer of PepsiCo, said, “UPliftment is a concept that resonates with people globally. 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 & innovation team created a bright and confident visual identity system that will echo across cultures, regions, and languages. The new 7UP features the brand’s signature punchy green, but with added citrus hues and distinct high-contrast lines that portray a feeling of upward energy.”
Eric Melis, VP global brand marketing at PepsiCo, added, “We’re excited to shine a light on our international positioning and reveal our visual identity system to the world. 7UP has always provided people with refreshing UPliftment through consumption and that’s why it feels like a natural fit for us to drive this narrative forward and centre UPliftment within everything we do.
“With this announcement, we are also showing our commitment to grow our 7Up Zero Sugar range and accelerate the reduction of added sugar across the brand portfolio to meet our consumers demands and preferences. We’ve got one brand with two great product offerings, and we can’t wait for the world to see what else we have planned.”
