PepsiCo Unveils New Visual Identity For 7UP
by Rudy Sanchez on 02/16/2023 | 2 Minute Read
Action on the lemon-lime front of the Cola Wars has intensified, starting with Sprite’s recent global brand refresh by Turner Duckworth, followed by PepsiCo’s replacement of Sierra Mist with the new Starry.
Today, PepsiCo unveiled the international refresh of the lemon-lime soda power brand 7UP.
Internationally, PepsiCo owns the distribution rights to 7UP, the main rival to Sprite outside the US. While PepsiCo is taking on Coke’s Sprite in America with Starry, 7UP is Pepsi’s lemon-lime champion abroad and, after seven years, sees a significant brand refresh.
At the core of the new identity by PepsiCo Design + Innovation is the brand’s aim to offer slight relief from the more mundane parts of life, something the brand calls “UPliftment.” Visually, they accomplish this with 7UP’s signature green color serving as a base punctuated with zesty splashes of citrus-inspired hues. Long drop shadows add excitement to the packaging, and core elements like the red spot are retained but modernized. The can design gets simplified without losing depth and includes thoughtful details like circular shapes reminiscent of lemon and lime wedges and empty circles like bubbles in 7UP.
“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,” said Mauro Porcini, senior vice president and chief design officer of PepsiCo, in a press release. “The PepsiCo Design & Innovation Team created a bright and confident visual identity system that will echo across cultures, regions, and languages."
7UP’s new visual identity starts to roll out in March 2023 in Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the UK, and Europe.
Images courtesy of PepsiCo.