Derrick Lin


Designed by TracyLocke, United States.

7up has launched a new global brand design created by TracyLocke New York, which is being rolled out in several countries around the world (non-U.S.) where the 7up brand is owned by PepsiCo. The TracyLocke work also includes new point-of-sale and through-the-line imagery.

The design goes back to the core elements that define 7up: lemons, limes, bubbles and refreshment. Beginning with a clear emphasis on the iconic number 7, the packaging brings to life vibrant citrus colors, fun bubbles and a clean, contemporary approach to the logo. Three different styles are available to markets (graphic bubbles, graphic fruit and real fruit) to conform to local packaging rules.

NOTE: The 7up global brand is owned by PepsiCo and is in no way affiliated with the U.S. 7up brand, which is owned by Dr Pepper Snapple Group, Inc.