7up

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.

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.

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.