7UP's Global VIS Redesign: A Fresh Twist on a Classic

PepsiCo Design & Innovation Revitalizes the Iconic 7UP Brand

7UP, the original "un-cola," sought to revitalize its brand with a fresh and exciting rebranding. The redesign project, led by PepsiCo Design & Innovation, aimed to update the logo, color, typography, and other elements of the brand, highlighting its bubbly personality while recognizing its rich legacy and heritage.

The redesigned VIS rolled out in more than 140 countries, building on the brand's authentic equity and history. The rejuvenated identity stays true to 7UP's witty, naturally confident character, introducing an impactful change in brand communication. The redesign reframes 7UP as the authentic and original lemon-lime trademark since 1929.

Launched in November 2014, this global VIS redesign project has successfully injected the authentic lemon-lime soda with fresh excitement. The rebranded style updates the look of the original "un-cola," highlighting its bubbly personality, while recognizing its legacy and heritage.

The project's unique strength lies in its ability to balance the brand's history with a fresh, modern look. The new visual identity system introduces an impactful change in brand communication, reframing 7UP as the authentic and original lemon-lime trademark since 1929.

For its innovative approach and successful execution, the 7UP Global VIS Redesign was awarded the Golden A' Packaging Design Award in 2016. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, the 7UP Global VIS Redesign by PepsiCo Design & Innovation is a testament to the power of innovative design in revitalizing a classic brand. It showcases how a fresh perspective can inject new life into a brand, while respecting and highlighting its rich heritage.