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7UP Packaging Design Refresh Is Modern, Effervescent
Redesigned package graphics add modern touches to the brand’s North American beverage packaging.
2 Min Read
Keurig Dr Pepper
At a Glance
- The brand's first North American redesign since 2014 includes cans, PET bottles, and multipack carriers.
- 7-UP continues using green-tinted 7UP bottles based on 'APR preferred’ guidelines for compatibility with recycling systems.
Keurig Dr Pepper (KDP) is taking 7UP in a more contemporary direction with a subtle but brand-affirming packaging redesign.
The new packaging is part of the first brand-design refresh for 7UP in North America since 2014, with redesigned graphics on cans, polyethylene terephthalate (PET) bottles, and multipack carriers. The new design began rolling out this summer. (Cans are shown above, multipacks and bottles below.)
The full portfolio of 7UP products feature the refreshed graphics, including Regular and Zero Sugar Lemon Lime 7UP and Regular and Zero Sugar Cherry 7UP.
Underscoring the product’s crisp lemon-lime flavor and the brand’s upbeat personality, the redesign incorporates time-honored visual elements, including 7UP’s familiar red, white, and green palette; bubble imagery; and the red dot behind the logo that has been part of the brand’s graphics since the 1960s.
“With the new look, it was important to maintain key visual assets like the red dot and 7UP letters while also introducing more modern elements that helped evoke the brand’s personality and the uplifting experience of drinking a 7UP,” says Allison Kapp, senior brand manager at KDP.
“For example, the previous swirl that rose vertically behind the brand logo has been replaced with bubbly effervescence and flavor notes that burst off the package,” Kapp says. “7UP is a fun and beloved brand, and we recognized an opportunity to better drive its flavor benefits in our graphics. The more modern and vibrant look aims to ensure that we maintain brand love for years to come.”
Design agency CBX collaborated with KDP on the redesign.
7up's old multipack design is on the left, new on right. (Image: Keurig Dr Pepper)
Green-tinted, recyclable PET bottles.
KDP will continue to use green-tinted PET bottles for the brand. “The brand refresh is specific to 7UP’s visual graphics across the portfolio, and no changes were made to the primary packaging,” Kapp says.
“We work closely with the Association of Plastic Recyclers (APR) guidelines to design ‘APR preferred’ packaging that is fully compatible with plastics recycling systems, and our 7UP plastic bottles are recyclable,” she adds.
Note that competitor Coca-Cola switched from green to colorless PET bottles for Sprite, Fresca, Seagram’s Ginger Ale, and Mello Yello in North America in 2022 to improve bottle-to-bottle recyclability; green PET is generally not compatible with this circular approach.
The North American 7UP redesign comes on the heels of a global design update for the brand. PepsiCo, which distributes 7UP in non-US markets, executed an international refresh for the brand last year.
That packaging redesign rolled out to Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the United Kingdom, and all European markets, starting in March 2023.
Recyclable green-tinted PET bottles. (Image: Keurig Dr Pepper)
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