With global reach, 7UP needed to establish licensing guidelines to effectively tell the brand story across a wide range or audiences and channels. A first for the business.
A big part of the 7UP story is the history. It took some digging and pop culture archeology, but we looked through old magazines, advertising, and posters, bought vintage bottles and paraphernalia to curate and document the brand’s amazing heritage.
To bridge 7UP heritage to today, we shot new photography to reflect the current consumer, create a cohesive brand look and feel and provide assets for licensors across the globe.
The result? The international licensing style guide brought together the brand story past and present, identity guidelines, messaging and assets to carry 7UP licensing forward with success.