New 7up – now more fruity

7up has had a redesign. Now with more fruit, bubbles and, of course, a big ol’ number 7, we were fearing the worst but it’s not half bad…

7up has had a redesign. Now with more fruit, bubbles and, of course, a big ol’ number 7, we were fearing the worst but it’s not half bad…

The new look was created by TracyLocke New York and will be rolled out (as they say) in several countries around the world, but not the US. Confusingly, 7up is owned by Dr Pepper Snapple Group in the US but the global brand is owned by PepsiCo: it is the latter that will carry the new look.


The design, we are told in accompanying press blurb “goes back to the core elements that define 7up: lemons, limes, bubbles and refreshment”.

It’s all notably cleaner than the previous incarnation, which looked like this (although these things tend to look better on the mock-ups than the actual bottles and cans).

 

There seems to be, post-Turner Duckworth‘s work for Coke, a distinct move away from the drop shadows, 3D effects and graduated fills that has cluttered up so much mainstream packaging and towards a far simpler, flatter aesthetic. Which is all to the good as far as we are concerned.

7up has a varied visual history to say the least. Launched in 1929, its first logo was this strange winged device.

By 1952, we had bubbles

which were still in evidence in 1961

but by 1964 everything had taken a 90 degree turn

the characteristic metallic green colour that featured for many years can be seen on this 1967 can

while by 1972 things had become distinctly funky

And here’s 1977’s version

1992 version (all US). All images from the fantastic usasoda.com

2010 US can

Credits
Group Creative Director: David Moore
Creative Director: Milton Melendez
Design Team: Dan Pulito, Tina Paymaster, Nitin Budhiraja
Account Supervisor: Natalie Smith

 

RELATED CONTENT

In August 2009 we talked to Coke’s Pio Schunker about the work Turner Duckworth had done for the brand

TD’s work included these Summer Cans

And here we posted about a special Diet Coke can by illustrator Tom Gauld

 

CR in print

Thanks for reading the CR Blog, but if you’re not reading us in print too, you’re missing out on a richer, deeper view of your world. Our March issue features a great piece on pictogram maestro Gerd Arntz by design historian David Crowley plus articles on the latest Honda ad, film posters, Crass, Dutch photography books, The Daily, advertising as diplomacy, Lady Gaga as a creative director and more. You can buy it today by calling +44(0)207 292 3703 or go here to buy online. Better yet, subscribe to CR, save yourself almost a third and get Monograph for free plus a host of special deals from the CR Shop. Go on, treat yourself.

More from CR

The A-Z of Dogs

Artist Robert Clarke’s new London show is one for canophilists everywhere: an A to Z of dogs, featuring paintings of a selection of man’s best friend from Airedale to Zuchon

Drawn from life: Gerd Arntz

Working with Otto Neurath, Gerd Arntz designed pictograms to represent every aspect of life. His designs brought warmth, humanity and a political edge to an area of cool statistical detachment

Brit Insurance Design Awards 2011: Category Winners

The Design Museum in London has announced the seven category winners in the Brit Insurance Design Awards. They include the Plumen lightbulb by Hulger and Sam Wilkinson in Product; Forsman & Bodenfors’ recipe book for Ikea in Graphics; and TFL’s Barclays Cycle Hire scheme in Transport

Pictograms

As a politically engaged graphic artist and designer Gerd Arntz (1900-1988) portrayed the world in wood and linoleum cuts.

Speciality-Drinks_logo

Middleweight Designer

Speciality Drinks
Europackaging_logo

Creative Designer

Euro Packaging
Silver-Lining_logo

Project Managers

Silverlining Furniture Limited