As PepsiCo’s third largest global brand, 7Up had a look that was borderline clinical. The brand needed a redesign that would connect with a broader audience. The new global identity system embodies the new positioning around refreshment and flair, building on the brand’s witty and lighthearted personality. Since its launch, the brand has gained three market share points in the UK and two in Ireland. The packaging won awards from Graphic Design USA and the Hub magazine.