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HomeThink TankCampaign DissectionBright, Bold, and Fresh: 7Up's New Packaging Redefines the Classic Beverage.

Bright, Bold, and Fresh: 7Up’s New Packaging Redefines the Classic Beverage.

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Pepsico, the parent company of 7Up, has announced a major makeover for the brand. After seven long years, 7Up is set to get a new visual identity and packaging, promising to uplift its international positioning. This is the first major redesign the brand has undergone in the past seven years, and it’s a result of 7UP’s new brand strategy called ‘UPliftment’. The new strategy aims to provide consumers with a refreshing break from the monotony of their everyday lives.

7UP is a popular carbonated soft drink brand owned by PepsiCo and it is one of the most recognized soft drink brands worldwide. 7UP is known for its lemon-lime flavor and its clear, bubbly appearance.

PepsiCo’s in-house team has designed 7Up’s new visual identity as part of the brand’s ‘UPliftment’ strategy. The refreshed design features the classic 7Up green, with the addition of “zesty citrus tones” for an extra pop of color. The new look, which will be applied to both 7UP and 7UP Zero Sugar, builds on the brand’s hallmark style, with the number ‘7’ given a thick extrusion that complements the brand name and its positioning.

This new design approach is a significant departure from the previous 3D design style, showcasing a cleaner, more modern, and visually striking aesthetic. The new look and feel of 7Up promise to appeal to a wider range of consumers with a fresh, vibrant, and youthful personality, while still retaining the brand’s classic essence. The new design approach is a bold move by PepsiCo, demonstrating the brand’s commitment to evolving and adapting to meet the changing needs and preferences of consumers.

Mauro Porcini, SVP, and chief design officer at PepsiCo, said, “bright and confident visual identity system” is designed to resonate internationally. “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.”

It is important for brands to constantly stay connected with their audience and adapt to new trends. One way that brands achieve this is by changing their packaging. Packaging serves as the first point of contact between a product and its potential customer. By updating their packaging design, brands can grab the attention of their audience and stand out from their competitors. Moreover, changes in packaging can also signal a change in the brand’s values, messaging, or product line. Packaging design is a powerful tool for brands to stay relevant and engage with their audience in an ever-changing market.

The new design will roll out in March, this year (2023), in Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK and Europe. With the new design’s emphasis on the brand’s core values and ‘UPliftment’ proposition, 7Up is aiming to capture the attention of consumers looking for a refreshing and healthier beverage option. The new look and feel, combined with the brand’s focus on 7Up Zero Sugar, is expected to appeal to a wider range of consumers and potentially capture new markets. The brand’s new approach and revamped design have generated a significant buzz, and it will be interesting to see how the market responds when the new design is rolled out.

How do you feel about brands changing their packaging? Do you miss those old packaging, as it carries a lot of nostalgia and memories with it? Or you love having variety and changes with time and trend ? Let us know in the comment section below.

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