Last year, PepsiCo rolled out 7UP’s refreshed identity across international markets. With its bold reimagining of the logo and long drop shadows, it shook up the lemon-lime soda’s brand world and felt like a breath of fresh air.
The North American 7UP redesign, however, is a much more reigned in affair. This was no “make the logo bigger” overhaul, and the refresh is more subtle than anything else, with buoyant bubbles and clear copy denoting flavors added to multipacks. Of course, this isn’t to say that it’s somehow inferior to the international makeover—it just happens to look more familiar to North American consumers. With many redesigns, that’s also the name of the game, as you don’t want to stir the pot too much and create something foreign to your core fans.
