7Up launches new branding and packaging

Soft drink brand 7Up has launched a new logo and packaging design across its entire range, with designs by US consultancy Tracy Locke Partnership.

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The new logo is larger and bolder than the previous one ‘to increase visibility and recognition of the brand on-shelf’, according to 7Up manufacturer Britvic.

The redesign will be seen across all 7Up bottles and cans including 7Up Regular, 7Up Free and 7Up Cherry.

Lucy Harman, brand manager of 7Up for Britvic, says, ‘We’re taking a modern approach to redesigning the original lemon and lime soft drink and making the packaging reflect the new “simpler is better” proposition.’

The new packaging aims to place more focus on the ingredient list to make it more appealing to consumers.

Harman adds, ‘The new design layout sees the 7Up logo become the focus of the product, while the fresh background celebrates 7Up’s lemon/lime credentials, reminding consumers of 7Up’s crisp taste.’

The redesigned packaging will roll out this month.

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