The zesty citrus soda 7Up is debuting a modern look for the first time in over seven years to strengthen its international positioning and highlight the brand’s feel-good energy.
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The design, described as high-energy, aims to showcase the brand’s focus on moments of UPliftment, positivity and surprise.
“…Our new visual identity for 7UP was inspired first and foremost by the brand’s creation of moments of UPliftment throughout its history… a bright and confident visual identity system that will echo across cultures, regions, and languages.”
Mauro Porcini, SVP & Chief Design Officer of PepsiCo
The new logo is angled upwards and features a cast shadow that bleeds across all placements to give the identity a sense of playfulness and movement.
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The “UP” in 7UP was translated across all regions to elevate the brand’s international positioning for a unified and localized look.
The new design, featuring a vibrant color palette updated with citrus green tones, will be applied to all 7UP and 7UP Zero Sugar products.
There’s still no information on how the new look will be applied to 7UP cherry and Simple 7UP.
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The new can design puts the new logo front and center combined with geometric shapes reminiscent of the lemon and lime slices and bubbles of previous designs.
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The new look will be launched in March with the slogan ‘New Get Up, Same 7UP’ in all markets, starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the UK, and all European markets.
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2023/02/7up-new-logo-2023-redesign-rebrand-refresh-can-billboard.jpg?w=1024)
When you update a world-renowned brand like 7UP, you have to be careful that the changes you make don’t affect the brand’s recognition and personality, and 7UP did just that.
PepsiCo’s design team brought the brand’s new purpose to life by adding a cast shadow and brightening the previous color palette, proving that small changes can make a big difference when there’s a concept to support them.
Now the million-dollar question. Do I think this logo will survive the test of time? Kinda.
The cast shadow might look outdated in a few years, but since the treatment didn’t affect the original logo, it could easily be removed without significant impact.
What do you think? How many years do you think it will last? Seven?
TBI
2 replies on “7UP gets a redesign for the first time in over seven years”
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