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Brand Re-Packaging: 7Up Unveils New Identity

7up’s new identity and packaging

PepsiCo-owned soft drink brand, 7Up has unveiled a new identity and packaging design for 7Up, the first major overhaul in over seven years.

The new identity is part of its new ‘UPliftment’ brand strategy to elevate its international positioning. 

The new design launches with the expression, ‘New Get Up, Same 7UP’ will be used globally for both 7UP and 7UP Zero Sugar, to build on the flat design route and the ‘7’ has been given a thick extrusion that neatly ties in with the brand name and positioning.

Speaking on the new design, PepsiCo SVP, and Chief Design Officer, Mauro Porcini said “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.” 

“The PepsiCo design and 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.”

7UP VP of global brand marketing, Eric Melis said: “We’re excited to shine a light on our international positioning and reveal our visual identity system to the world. 7UP has always provided people with refreshing UPliftment through consumption and that’s why it feels like a natural fit for us to drive this narrative forward and center UPliftment within everything we do.”

Melis added: “We’ve got one brand with two great product offerings, and we can’t wait for the world to see what else we have planned.”

With this rebranding, the brand is looking for an opportunity to highlight its zero-sugar drink. According to the brand, 7Up Zero Sugar experienced double-digit growth for the past two years and expanded into seven new markets over the past 12 months. 

The new visual identity will be rolled out worldwide from March, in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the UK, and all European markets

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