2023 Galleries

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Galleries // 2023 Spark:Package // 7UP Global Brand Restage

7UP Global Brand Restage


Competition: Spark:Package
Designer: Tom O'Quinn - Design Director
Design Type:
Company / Organization / School: PepsiCo

To breathe new life and fresh attitude into the brand, 7UP needed an updated Visual Identity System (VIS) and new packaging. The restaged 7UP VIS represents a frame of mind and style that encompasses all that is refreshing, distinctive, and modern. The previous brand identity of 7UP had been established seven years ago. Wanting to reach a younger audience, it was clearly time to update the brand’s positioning. The new look and feel for the global 7UP brand had to be both timeless and modern, and carry design codes that would appeal to consumers across wide geographies and cultures. In addition to these goals, as a part of the restage, 7UP Zero Sugar also needed to establish an intentional and unapologetic presence of its own while still maintaining an overall coherence established by the core brand.