7up has refreshed their new branding, created by TracyLocke. It’s surprisingly simple, and I like it. Normally the logos and packaging for drinks end up becoming very intricate, but this shows class in it’s simplicity. The official line is that the branding “goes back to the core elements that define 7up: lemons, limes, bubbles and refreshment”.

The new packaging designs look pretty nice too, with the bottles being my favourite. Let’s hope the final packaging that appears on the shelf looks as good.