7up Global Design
Getting a crack at a global redesign brief was a dream opportunity that came in 2009.
At the time, conventional wisdom stated soda packaging needed to look cold and bubbly even when sitting warm on the shelf. 7up was no exception, having devolved into a cluttered mishmash of gradients, drop shadows, and refreshment cues.
We focused on the iconic number 7 and the red dot, creating a clean minimalist design that brought back the iconic style of the brand. A dose of graphic simplicity that went on to influence Pepsi design standards to this day.
Markets required variable representations of “fruitiness” - from more realistic to graphic.
We created deep, lush presence material - the graphic elements used in displays, vending machines, collateral.
Dive deep into the logo with these stunning ident-like spots we created with the Latam market.
“Fresh Up with 7up” became the global catch cry for the launch. Advertising featured the iconic 7 and the pop of red embedded in refreshing summer imagery.