7Up Endless Summer
Concept Development | Packaging Design | Illustration
Led concept and packaging design for a limited-edition Watermelon & Strawberry flavor for 7UP. Developed a standout visual concept inspired by the iconic blue cooler—using it as a nostalgic anchor to evoke summer occasions and social moments.
Concept Development
Developed a concept for 7UP’s Watermelon & Strawberry limited edition that transforms an unexpected color pairing into a storytelling device. The blue overwrap draws from the universally recognizable cooler—an anchor of summer gatherings—reframing the packaging as an object tied to shared, nostalgic experiences.
Built a layered visual system using an illustrated “sticker” collage to express flavor, personality, and spontaneity, set against the cooler backdrop. The contrast between the blue exterior and vibrant pink cans reinforces the flavor reveal, creating a moment of discovery that connects product, occasion, and memory.
Zero Sugar
Aligned the limited-edition design with 7UP’s established Zero Sugar system to maintain clarity, consistency, and shelf recognition. Preserved key visual equities to reinforce the product’s positioning while integrating a distinct, seasonal expression.
Balanced creative exploration with brand guardrails to ensure the design remained cohesive within the broader portfolio and optimized for shopability at shelf.
