7UP's global packaging had lost its way, years of accumulated gradients, drop shadows, and competing elements had buried what made the brand iconic in the first place. The brief was simple in theory, hard in practice: strip it all back and find 7UP again.

As part of the TracyLocke New York creative team, I worked on a design system built around the brand's core equities, the number 7, the red dot, lemons, limes, bubbles. The solution was a clean, minimalist identity that gave every market a bolder, more commanding presence on shelf. Because market regulations varied, we developed three fruitiness expressions from graphic to realistic, keeping the system flexible without losing coherence.

The refresh launched under the "Fresh Up with 7UP" platform across 100+ countries, extending into OOH, displays, vending, collateral, and ident-style broadcast spots for Latin America. The work went on to influence PepsiCo design standards well beyond the 7UP brand.