Reviving the Quirkiness: 7UP's Vintage Pack 2018

PepsiCo Design & Innovation's Award-Winning Beverage Packaging

The 7UP Vintage Pack 2018 is a testament to the brand's long-standing celebration of individuality and non-conformity. Drawing inspiration from 7UP's rich history, PepsiCo Design & Innovation created a visually engaging platform for the brand to tell its unique story. The artwork, key to the brand's health and future, is used across packaging, social and digital content, point of sale (POS), and other channels.

The design's uniqueness lies in its reference to different eras of 7UP art, demonstrating that it has always been good to be oneself. The six commemorative can designs were created in collaboration with global artists, each bringing their unique styles and perspectives to the table. This collaboration resulted in a series of designs that reflect the people, culture, and aesthetic of 7UP through the decades.

The Vintage Pack was developed as part of the brand's 2018 refresh strategy, aimed at driving incremental sales. Available outside the United States, the vintage cans were created to extend the brand's reach and highlight its quirky legacy. The challenge was to create a design that not only resonated with the brand's ethos but also appealed to its global audience.

The design's success is evident in its accolades. The 7UP Vintage Pack 2018 was awarded Silver in the A' Packaging Design Award in 2019. This award is given to top-of-the-line, creative, and professionally remarkable designs that exhibit outstanding expertise and innovation. Designs that win this award are admired for their strong technical characteristics and splendid artistic skill, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.

In conclusion, the 7UP Vintage Pack 2018 is a shining example of how a brand can celebrate its legacy while driving innovation. By collaborating with global artists and drawing inspiration from its history, 7UP has created a design that is not only visually engaging but also resonates with its audience. The design's success and recognition further underscore its uniqueness and the brand's commitment to individuality and non-conformity.