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

2010 US can

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



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


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