Rebrands are so hard to get right, but here’s one that was well worth the effort. 7Up has just revealed a new look, and it’s got things just right with a punchy, “UPlifting” design.
The brand’s first major international revamp in seven years looks simple enough at first glance, and it certainly feels familiar. But the changes reinvigorate the 7UP with fresh punchiness – and just check out these drop shadows (see our pick of the best brand books for more inspiration).
7UP, which belongs to Keurig-Dr. Pepper, though distributed by Pepsi internationally, is the main lemon-lime rival to Coca-Cola’s Sprite outside the United States. In this punchy rebrand for use outside the US, obviously the signature green color remains and “up” continues to demand attention in its red circle. But the colors have been refreshed, and now better reflect both the lemon and the lime both in the general palette and the circular shapes that resemble bubbles and citrus pieces.
Best of all, the huge drop shadow on the ‘7’ makes packaging and other parts look much more exciting than before. It is also possible to simplify the design for other uses without losing depth. The goal, according to Pepsi, was to create a “bright and confident visual identity system that will resonate across cultures, regions and languages” and to generate “UPliftment”.
“UPliftment is a concept that resonates with people globally,” says the company’s senior vice president and chief design officer in the press release, adding that the new visual identity was inspired by the brand’s “creation of moments of UPliftment throughout history” (sounds like the brief was more complex than the Coca-Cola design brief).
Just what is UPliftment? I guess it’s the creation of feel-good moments, but the press release continues with a promise to bring comedy to people’s lives. “Celebrating its vibrant new look and distinctive flavor, 7UP will embody the universal language of comedy to bring moments of UPlifting to people’s lives in unexpected ways,” it said. A little mysterious, but I’m sure it will all make sense. The brand says it will launch its first “consumer engagement platform” in spring 2023 to bring “unique experiences to people”.
7UP rebranding is launched with the tagline “New Get Up, Same 7UP”, essentially a smarter way to message the classic, “new look, same great taste”. Sometimes it makes you wonder why the rebrand if they have to explain to people that it’s just the same product, but I’m happy to admire the design. It’s one of the freshest rebrands we’ve seen this year, up there with the National Portrait Gallery rebrand and the new Burberry logo.