New 7UP brand launches

PepsiCo UK have relaunched their soft drink brand 7UP in the UK and non-US countries (the brand is owned by the Dr Pepper Snapple Group in the US). Ironically though it's designed by a US brand and marketing agency TracyLocke.

Gone are the complicated patterns and 3D embellishes of the previous incarnation, instead replaced with a simple, clear flat logo. The look suggests a move towards a more grown up market than their current younger based brand focus.

Presumably the association with the funky teen character 'Fido Dido' will not continue either. The character has long been associated with 7UP but is actually a separate entity created in New York by Joanna Ferrone and Sue Rose in 1985. Fido Dido has his own merchandise range, MySpace site and You Tube channel.

The new packaging design reflects the 'back to basics' ethos focusing on "lemons, limes, bubbles and refreshment".

What do you think? At Liv Design we can't decide if it looks like a zingy refreshing lemon drink or a bottle of lemon kitchen cleaning product...