The lemon-lime soda brand 7up is in the unfortunate position where it is owned by different companies in different countries. In its home market, the United States, it is owned by the Dr Pepper Snapple Group, while the "international" rights belong to PepsiCo. In the US, PepsiCo tries to market Sierra Mist in its place. That spells trouble for global brand development with different looks depending on where you are. This month, PepsiCo unveiled a new visual identity and label design for 7up which is due to be rolled out around the world (except the US) over time.
The previous look launched in late 2010 with a straight forward geometric motif that was a brake with previous designs. The new logo traces back to 7up's heritage with a slightly retro design featuring more irregular curves.
According the SVP Kristin Patrick, "7up believes that everyone is naturally unique and original", and a press release says the campaign and design "builds on brand's authentic equity and history, while staying true to its witty, naturally confident character".