While at Here, I worked with PepsiCo’s design and innovation team to help re-energise 7UP, a brand that had lost some of its iconic spark. The challenge was to stand out in a crowded category where everyone promises the same refreshment story.
The new identity and brand world introduced bold colour, playful energy and a clear sense of purpose, shifting 7UP from “just another fizzy drink” to a brand with attitude. The result was a bolder personality across pack and campaign, with a distinctive design system that’s as dynamic as it is consistent.
Our work brought measurable uplift in sales and global recognition, with awards from Design Week and The Dieline. More importantly, it gave 7UP a strong cultural role again: not only refreshing, but optimistic, positive and current.