After reviewing the brand’s core equities and historical assets and gauging the competitive landscape, we brainstormed ways to express a more relevant point of view and an aspirational aesthetic that is uniquely, absolutely 7UP.

We created an iconic brand logo that illustrated 7UP’s refreshment and flair, and played with ways to imbue these attributes on sodas and cans with the brand’s witty, alternative attitude. Recent executions had been graphically complex—they relied on design elements such as 3D, color and busy, patterned backgrounds to convey the drink’s flavor and effervescence.

We simplified 7UP’s look so the logo would pop out on stores’ noisy soda shelves: The bold but minimalist mark appears against the brand’s classic green hue in a design that adds a modern twist to 7UP’s classic, category-leader roots. Packaging is embellished with small, stylized yellow and white bubbles and spare text (“since 1929” and “lemon, line & bubbles”) rendered in casual lowercase letters.

To ensure all was consistent globally, we created a stylebook. Visual-identity guidelines included guardrails for logos, colors, packaging, iconic equities, brand fonts, design language, photography and all merchandizing materials. We also translated our vision to line extensions, such as 7UP free and 7UP Nimbooz.

We re-envisioned 7UP and optimized its design aesthetic on everything from soda cans and store signage to advertisements on mobile phone and billboards. In doing so, we helped the beverage brand convey its unique style and relevance to young individuals in a fresh new, yet familiar way. The tagline speaks to both the brand and its audience: “Feels good to be you.”

While this project is still in its infancy, things are looking up thanks to 7UP’s refreshing new look: The brand has gained three market share points in the UK and two in Ireland since the launch of the new packaging.