7up
Elevating a brand beyond the category.
Sector
- FMCG
Deliverables
- Brand Strategy
- Brand Identity
- Global Packaging Redesign
- Art Direction
- Comms Platform
Challenge & Impact+
How to stand out in a category where everyone is playing the same game of cut-through refreshment and having more fun? Once an icon, 7up felt flat, it had lost it's way, becoming just a fizzy drink, and was in need of a fresh, future-facing identity.
Our redesign and new brand world injected much needed colour, energy and purpose into 7up, leading to a 10% increase in sales. Our design also won multiple international awards including Design Week and The Dieline.
CULTURAL PURPOSE+
From the little up we unlocked a big idea: uptimism. A dynamic, punchy, positive, new design and strategic platform to lift 7up's world. Shifting the brand from a purely functional message to a strong emotional one.
Uptimism is an attitude, a movement, a powerful perspective to share with the world that drives distinctiveness and cultural relevance.
OUTCOME+
Collaborating with our friends at Pepsico Design and Innovation we created uplifting equities to transform 7up's whole brand ecosystem.
It defines a bolder personality and voice with a playful strength of attitude. It transformed the brand identity and pack design, and off pack we created a vibrant brand world and campaign.
- Creative Industry Awards19
- Purchase intent increase10%
The ambition is to elevate the brands above and beyond the category, I don't want those brands to be just a snack or a beverage, I want those brands to be part of life, be pop culture, be lifestyle.
Mauro Porcini, PepsiCo chief design officer
