7UP gets visual overhaul and refreshed brand identity

7UP has announced a refreshingly new modern design while elevating its international positioning that adds moments of “Upliftment” to the everyday. This announcement signifies a refreshed strategic and creative north star for the brand that will inform all international programs moving forward.

As a first intervention, 7UP is introducing the new brand identity. The fresh visual identity system – which marks the first major overhaul in over seven years – represents a design that better captures the brand essence, in keeping with its international platform. The design maintains 7UP’s signature green coloring, and with added zesty citrus tones it brings a vibrant, feel to the design while still showcasing the freshness of its unique taste. The new design will be visible on 7UP and 7UP Zero Sugar bottles and cans.

“UPliftment is a concept that resonates with people globally,” said Mauro Porcini, SVP & Chief Design Officer of PepsiCo. “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 & 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.”

Eric Melis, VP Global Brand Marketing at 7UP, commented: “We’re excited to shine a light on our international positioning and reveal our visual identity system to the world. With this announcement, we are also showing our commitment to grow our 7Up Zero Sugar range and accelerate the reduction of added sugar across the brand portfolio to meet our consumers demands and preferences.”

7UP Zero Sugar is one of the fastest-growing beverages in the soft drinks category, delivering strong double-digit growth two years in a row. Having launched in seven new markets in the last 12 months, it is currently available in 76 markets around the world.

7UP’s new visual identity system will be rolled out worldwide from March 2023, in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK, and all European markets*.