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 With the lemon-lime category in decline, and the 7UP identity feeling a little outdated, it was time to show the brand some love, and help it connect with a new generation of consumers.

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; a unique point of distinction on shelf.

I am very proud to have led the creative team that undertook the redesign of this truly iconic brand—a project that has, to-date, won over thirty global awards including Dieline, Design Week, and a prestigious iF Award.