Hey Reader,
7UP is going through changes!
The logo has changed, as well as the recipe.
In case you missed it, Keurig Dr Pepper began rolling out the biggest 7UP overhaul in more than 15 years this week. The lemon-lime formula is now lime-led, which the brand says is a first for the category. The cans now say Lime Lemon right on the front.
An in-house team handled it, working with Chief Design Officer in Residence James Somerville and agency Deutsch LA. They tested 10 packaging concepts before landing on this one, which the brand describes as a "modern take on iconic elements from 7UP's past."
The recipe kept the same sweeteners and simply turned up the lime. Keurig Dr Pepper completed a study and found that 72% of Gen Alpha and Gen Z consumers gravitate toward citrus-forward flavors and 64% prefer bold, intense taste.
I'll be tracking down a can this weekend to report back on the new recipe!
- Design Reviewed: A one-man archive of 10,000+ scanned posters, magazines, and printed ephemera spanning 150 years. Continue reading
- Standards Manual: An indie imprint that reissues old brand guidelines as books, including the 1975 NASA manual and the EPA's 1977 system. Continue reading
- Graze: Reviews and teardowns of restaurant, hotel, and food brand identities, written by someone who does the work. Continue reading
For Andrew Hershey, it was never just ice cream.
He started FOMO 10/40 Creamery in Bismarck in 2019 after a year of mission work abroad, and every scoop sends support back out into the world.
He wanted to expand his production and missions work. That meant that he needed his ice cream to have greater reach. He wanted his ice cream to show up on shelves in grocery stores and beyond... But first he needed a clarified brand and distinct packaging.
We started with strategy, and it pointed to a very clear brand idea: Serving Ice Cream While Serving Jesus. We designed the brand around that, and so. much. more. followed.
Read our latest case study for the full scoop.
- Newtopia Now: Ashton is currently attending Newtopia Now in Denver, CO! Newtopia is an annual consumer packaged goods trade show and networking event focused on natural and organic products. Have any questions for natural product owners? Send 'em our way and we'll be sure to ask them.
- UMCVB: Ben is heading to the 29th Annual Upper Midwest Convention and Visitors Bureau Fall Conference in Grand Island, NE. If you're heading that way, too, be sure to say hello at our booth!
- Celebrate Bismarck Mandan: We're thrilled to be nominated for Small Business of the Year alongside Ashton's nomination for 20 under 40! We'll be ready to celebrate with clients and peers alike. Get tickets here.
Shhh... we'll share a little secret. We have the second edition of our newspaper all ready to go 👀
To reward our loyal followers, we're spilling the beans here first and would love to get a hard copy into your hands.
Claim your very own copy by sharing your mailing address here.
