7UP Visual Identity System

Food & Beverage

PepsiCo Design & Innovation (USA)

Project Title: 7UP Visual Identity System
Client or Class Name: PepsiCo - Pepsico.com

7UP wanted to inject the authentic lemon-lime soda with fresh excitement. A rebranded style — logo, color, typography and other elements — updates the look of the original “un-cola,” highlighting its bubbly personality, while recognizing its legacy and heritage.

7UP strategically set out to differentiate and reinvigorate the brand by evolving its rich heritage of style and authenticity while staying true to its witty and light hearted character.

The new global visual identity introduces an impactful change in brand communication and reframes 7UP as the authentic and original lemon-lime option since 1929. The new visual identity system is a fresh take for a legacy brand.

By providing a system with the assets to support it’s broad reach across markets and geographies, results are visible in the improvement of productivity and efficiency in rollout.

2015 Beverage Packaging Design Award Winner


Creative Team

Design Team:
PepsiCo Design & Innovation


2015 Beverage Packaging Design Award Winner 2015 Beverage Packaging Design Award Winner 2015 Beverage Packaging Design Award Winner


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