7UP unveils international rebrand
The visual refresh marks a major shakeup for the brand, whose identity had remained untouched for seven years
Positioning itself as a brand which offers light relief from the mundanities of daily life, the new, modernised 7UP design hopes to show how it can add moments of ‘UPliftment’ for its audience. This change is set to inform all of the brand’s international programmes moving forward.
Mauro Porcini, SVP and chief design officer of PepsiCo, says, “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, vice president global brand marketing at PepsiCo, adds, “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.”