As we've seen over the past few months, there have been several attempts at restaging some of America's most iconic brands. These restages have all been received with different levels of success, as well as public acceptance. The redesign of a brand presents some unique problems… problems not often encountered during the birthing of a brand, line extensions, new product offerings, etc… There are many complex components that can derail (or enhance) the redesign of any particular brand. Restaging a heritage brand, regardless of the brand's overall health, is a complex endeavor that needs to be executed with the utmost care.
The 7UP international brand restage is as successful as any restage in the past few years. Now, whether or not this will translate into an increase in market share is yet to be determined. But in terms of moving the brand onto the next stage of its life, this is a wonderful case study.
By simplifying the graphic language of both the package, as well as the brand mark, the new international packaging has given the brand a crisp and refreshing perspective on shelf. Unlike the most recent Pepsi redesign, appetite appeal has not suffered due to oversimplification, or attempted brand billboarding.
We can also see that the design principles instilled in the new logo have carried over to the package… marrying the two, and at the same time giving it depth.The clear color scheme allows the consumer to immediately associate the colors with flavor, shape, and brandmark.
Where this effort separates itself from other recent, and largely unsuccessful redesigns, is that TracyLocke has not ignored the brand's extensive visual history. The package is immediately recognizable, but feels like a new, and logical step forward for the brand.