7UP's Biggest Rebrand in 15 Years Puts Lime Ahead of Lemon

7UP has reformulated its core drink and rebuilt its visual identity around the change, the brand's biggest shift in more than 15 years.

The headline change is in the can. The new recipe puts lime ahead of lemon, flipped from the "lemon and lime" formula that has defined the drink for decades to what the company is calling "lime lemon." Regular 7UP, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar all carry the new flavour and a matching identity refresh: a vertical logo, bolder colour, and clearer differentiation between the varieties on shelf.

Drew Panayiotou, chief marketing and innovation officer at Keurig Dr Pepper, described it as "a bold reinvention of one of America's most iconic soda brands for a new generation of consumers, starting with the flavour itself." The stated aim is to give lime, previously the supporting act, top billing in a category that has been built around lemon for most of its history.

PepsiCo's design team, which handles the identity internationally, has published the visual system as a case study: a vertical wordmark that reads more clearly at small sizes on cans and coolers, a colour palette pushed further toward lime green, and packaging built to differentiate the now-larger family of Cherry, Zero Sugar and Lime Lemon variants at a glance.

The new look and taste arrive in shops from mid-August, backed by a "Flip the Sip" marketing push.

Reformulating a drink this established is a bigger risk than most rebrands, because taste is not negotiable the way a wordmark is. Consumers who dislike a new logo can still buy the product they always bought. Consumers who dislike a new formula stop buying it, full stop. That makes the identity work here do double duty: it is not just refreshing 7UP's shelf presence, it is signalling clearly enough that the drink itself has changed, so returning customers taste what they are told to expect rather than being caught off guard. A vertical logo and a greener palette are a small design decision on their own. Paired with a genuine recipe change, they are the label doing the job of making sure nobody buys a lemon lime soda expecting the old lemon lime soda.