7UP, Cadbury and Toblerone have rebranded.
These are three different examples of a rebrand.
It’s been over seven years since 7UP’s last revamp and at first glance, it looks familiar.
The main change however is the drop shadows, see how they emphasise the number 7.
7UP is the main lemon-lime rival to Coca-Cola’s Sprite outside the US.
The signature green colour stays which I think is a good thing because it’s so recognisable and the ‘up’ retains its red circle.
The colours now more closely reflect the lemon and lime both in circular shapes which represent bubbles and citrus wedges.
According to Pepsi, the objective was to create a bright and confident visual identity system that will echo across cultures, regions, and languages and to generate ‘UPliftment’.
Now let’s take a look at Cadbury.
A little while ago Cadbury underwent its first major rebranding in 50 years for Cadbury and Dairy Milk bars.
As a confessed chocoholic, it was something that captured my attention. The new identity was rolled out first in Australia but will be making its way to the UK.
The Cadbury signature has been re-drawn and now sits level rather than on an angle as it did previously and I particularly like the way the ‘d’ and ‘b’ link rather than looking like a reverse image of each other as they used to.
You will also notice that the subtle gold graduation has been kept albeit with a much refined gradient which I think is the correct thing to do as I feel it gives the appearance of a gold foil. It reminds me of the ‘golden ticket’ in Charlie and the Chocolate Factory and who wouldn’t want to win one of those?
In my professional opinion, it represents a very subtle refresh that gives a modern twist to a well-established and recognisable logo whilst retaining the brand colours we have all come to know so well.
Finally, let’s have a look at Toblerone.
Toblerone is dropping the Matterhorn logo because it’s no longer made in Switzerland.
The chocolate bar, first sold in the Swiss capital of Bern in 1908, will now feature a generic peak on its branding, and will state “established in Switzerland”.
This is because the chocolate bar will now be mostly made in Slovakia, meaning Toblerone has to drop its classic logo.
Under Swiss law, only milk-based products entirely produced in Switzerland can use national symbols in their marketing.
That’s not the only change, there will also be a new typeface, and it will feature the signature of its founder, Theodor Tobler.
The company remained independent until 1970 when it merged with the company that made Milka.
It was then bought out by Kraft, and later Mondelez in 2012, which also makes Ritz crackers and Green & Black’s chocolate.
Will you even notice the difference?
