7UPlifted: How the new 7UP brand identity is inspiring innovation

A playful look at the exciting design update from 7UP that is hitting all the right notes

In a constantly evolving world, it has become essential for the most beloved brands to build upon their legacy and deliver new inspiration for their loyal consumer-base, while reaching out to a whole new audience. This can be a daunting task for legacy brands that have achieved the status of classics. At PepsiCo, the branding and design teams take challenges like these as opportunities to be bold, creative, and prescient and so, in 2022, the PepsiCo Design & Innovation Team led the launch of the updated visual identity system for 7UP.

7UP is a “generational” brand that refreshes consumers and is the best accompaniment to memorable meals. In Pakistan, the biggest market for the brand in the world, it is synonymous with lemon and lime lightness and fizz. So when the brand went through a design update that was launched to universal acclaim in February 2023, Pakistan was one of the first markets to roll out the refreshed look and new visual identity system after the global restage.

Additionally, 7UP “Free” is now 7UP Zero Sugar, and is proudly a part of the same design scheme and color palette to give consumers a positive choice when it comes to selecting a zero-sugar variant of their favorite beverage.

A Refreshing New Look

The 7UP displays in retailers across the nation look more inviting and vibrant, evoking a sense of freshness and vitality.

The bold new design update for 7UP

The brand's logo has also undergone a transformation. It retains its classic feel but has been modernized for the digital age, depicting an upward trajectory that speaks of future aspirations and constant movement. It’s a subtle ode to the energy and passion of Gen-Z that knows no borders when it comes to creativity, excitement, and futuristic thinking.

Upping the Design Game

The UP Collection by 7UP x Sapphire

Inspiration drives innovation and in Pakistan, the 7UP brand team rallied behind the design refresh to attempt a global first. An exciting partnership was forged with Sapphire, the premium high-street clothing brand to launch a clothing line that not only makes a fashion statement but also champions inclusivity. 

The memorable advertisement for the 7UP x Sapphire design collaboration

Rabiya Ghanchi, Senior Marketing Lead, Flavors, notes that it wouldn’t have been possible without the drive and resilience of her team. “7UP and Sapphire is the biggest collaboration for the year,” she notes, “it is redefining the brand’s passionate connection with our consumers. The team has turned a creative, courageous vision into a beautifully executed and strategically sound project that is both memorable and exciting.”

“Drawing inspiration from retro aesthetics, the collection showcases a delightful fusion of energetic zest and a sense of positivity and upliftment which is true to the brand,” adds Shafaq Noor, the Senior Brand Manager, Flavors (7UP) at PepsiCo Pakistan. “It is a passion project that has spanned 8 months, multiple stakeholders, innumerable revisions, and an entrepreneurial drive from everyone. And it couldn’t have been possible without a great team.”

Citing support and mentorship from Ayesha Janjua, the former Senior Marketing Director for Beverages and Rabiya Ghanchi, Senior Marketing Lead, Flavors, the journey became exciting with final products that enhanced the brand ethos. Shafaq also praises the guiding support of Steven Donald, Marketing Director of Global Flavors at PepsiCo.

Pairing Design with Sustainability

7UP's design update also comes with a step towards sustainability and the circular economy of plastics. In Lahore, Karachi, Sukkur, Multan and Gujranwala, beverage bottles made of 100% recycled plastic have been added to 7UP’s market presence. This move shows that 7UP is committed to using its brand equity to doing good for people and the planet under the global pep+ (PepsiCo Positive) sustainability agenda.

By embracing sustainability, technology, and inclusivity, 7UP is leading the charge in positive inspiration for customers, stakeholders, and consumers by showing that the key to success lies in staying true to one's essence while embracing the spirit of innovation.