The challenge was to extend the brand’s 2018 refresh and drive incremental sales, so the vintage pack program was developed to highlight 7UP’s quirky legacy. Inspired by 7UP art from different eras, showing that through the years, it’s always felt good to be you.

The 7UP vintage cans, available outside the United States, were created in collaboration with artists worldwide. Each piece of artwork was inspired by the people, culture and aesthetic of 7UP over the decades. The six commemorative can designs were created in collaboration with different global artists with unique styles and perspectives, to highlight the quirky and original nature of 7UP.

7UP has always celebrated individuality and non-conformity in its own way. Referencing its history, we were able to create a visually rich and engaging platform for the brand to tell a unique and totally 7UP story. This artwork will be key in driving the health and future of the brand across packaging, social and digital content, POS, and other channels.