New 7UP International Packaging

"PepsiCo International has relaunched 7UP with a more sophisticated and minimalist design. Tracylocke is responsible for the rebranding. This packaging has been seen in several international markets including Canada, Germany and Spain."

Comments

[Nancy]

I love the design on the bottle with the transparencies. On the cans...not so much...it actually looks vintage/retro NOT modern on the cans.

[Kristan]

You know what? I like it! Simple and iconic, with a bit of the retro feel but executed in a contemporary way. (That sounds oxymoronic, I know, but hopefully y'all get what I'm saying.) It also holds on to their color equities and general "fizzy" feel.

I think it would be interesting to see this can side-by-side with the US domestic.

[Charlie Scott]

The simplified european packaging looks great TL! I especially like the way they've incorporated the signature "red dot" into the logo lockup, where it once felt forced and disjointed.

[JoeyB]

Loving the clean design. In Europe I've seen the fruit version and the no fruit version. Haven't seen the graphical version yet. I also noticed that for some reason in Canada they took this design but mucked around with it a bit. (the logo is skewed and the fruit proportions are off) The Canadians should have let it be...

[Jason Lim]

It's an improvement over the current design, but frankly I still don't like it. While it does fit the "crisp, refreshing, and ridiculously bubbly" positioning, I think the logo is too simple. That may just be me, of course.

Still, aren't you required to put nutrition information on the bottle? How does it fit there?

[charles]

I've always hated Seven Up's old logo.

I really like this one though; But I don't understand why there are three different versions?

[BigBootsBranding]

As I understand it, there are three different versions to satisfy different market requests. For instance, some markets are allowed to show real fruit, while others are not allowed to show any fruit. (seeing as there probably isn't any in the product)

[Eric]

Much better than the US package!!

[Omar]

Ditch the lemons and limes and focus on the bubbles. The bottle is already green. You shouldn't have to remind me of 7-UP's ingredients; it's inherent in the branding. The photo-realistic rendition of the lemons and limes is the worst offender … I didn't even notice the bubbles, which in my view are this generic logo's only redeeming factor.

[alice]

but where is fido dido? i love that boy.

[charles]

@ BBB > Ok thanks!

I thought they were all going to be sold on one market, and couldn't understand the logic behind having 3 different can designs for the same product.

[Luv2Dzgn]

Congrats TracyLocke Soho!

[Taylor]

I'm not sure I like or get it. The plastic bottles are a neat shape, I guess Dr. Pepper will be coming out with the same, but what is this logo? That red seems to stick out so much, at least before it looked like a cherry garnish or something. I wish there was some reference to the name too like, "7 squeezes of lemon and lime in every can!" As for the fruit being realistic or not, weren't they the first of their genre to claim that all natural schtych?