7UP doubles down on zingy palette in new design identity

7UP has unveiled a new visual identity, packaging, and positioning in its first major design overhaul in seven years. The redesign is the product of 7UP's new ‘UPliftment' brand strategy, which promises to “offer light relief from the mundanities of daily life”, according to parent company PepsiCo. The 7UP green has been carried through to the new identity, with “added...