beverage
7UP
•
Tropicana
•
Poland Spring
•
Black Irish
•
McKivey
•
7UP • Tropicana • Poland Spring • Black Irish • McKivey •
feels good to be you
LEMON, LIME AND BUBBLES
Reconnecting young adults to the brand heritage that is uniquely 7UP.
7UP had heritage.
but heritage alone wasn’t enough.
A distinctive brand. A new generation.
We needed to reconnect, without getting stuck in the past.
the answer wasn’t to reinvent 7UP.
it was to rediscover what made it 7UP.
We explored decades of advertising, packaging and cultural moments that shaped the brand.
WHAT STOOD OUT
Optimism
Playfulness
Refreshment
The unmistakable 7
These became the foundation for the new brand expression.
bringing the spirit back to life.
We distilled the visual cues that made 7UP distinctive, its optimism, irreverence and unmistakable 7 and rebuilt them into a simpler, more flexible identity for today.
the work
LOGO & IDENTITY PACKAGING
CAMPAIGN BRAND WORLD
more 7UP. more people.
Since launch, the refreshed brand gained three market-share points in the UK and in Ireland.
+3
+2
UK MARKET SHARE POINTS
IRELAND MARKET SHARE POINTS
TROPICANA essentials
BRAND EXTENSION PACKAGING ART DIRECTION CAMPAIGN
essentially good for you
A new functional fruit platform designed to bring more goodness to the Tropicana portfolio.
MARIAH CAREY
PACKAGING LOGO ART DIRECTION
two directions.
one unmistakable identity
A packaging exploration for Black Irish that translates the brand’s bold personality into two distinct visual territories — one expressive and contemporary, the other refined, luxurious and unmistakably Irish.
CONCEPT 01
the bold expression
a bold expression of Black Irish.
An expressive packaging direction built around the energy of the Black Irish name. A deep, tactile palette, oversized signature mark and warm metallic details create a sense of confidence, personality and indulgence.
CONCEPT 02
the refined expression
a more refined side of Black Irish.
This direction strips the identity back to its most essential elements. Black and gold create a rich, elevated expression, while Mariah Carey’s signature is blown up across the label to create a bold, fluid graphic element uniquely her own. The result is sophisticated, collectible and unmistakably premium.
McKIVEY
PACKAGING LOGO
I’m a TEXAS girl. we like whiskey.
A new whiskey brand created with Kelly Rowland, blending Southern character with a contemporary world of fashion, culture and self-expression. Her monogram is transformed into a distinctive repeating pattern, creating a graphic signature that gives the bottle a uniquely personal and elevated feel.