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1929-1935
Charles Leiper Grigg invented 7 Up soda with the original lithium citrate formula—the same mood-stabilizing compound used to treat bipolar disorder today.
The bottle label claimed to cure hangovers that could “take the ‘ouch’ out of grouch.” The bottle featured “Lithiated Lemon Soda” beneath the 7 Up name on white labels with red and green accents. The label also mentioned digestive benefits and “alkaline reaction.”
1936-1939
In the 1930s, 7 Up bottles featured a “swimsuit lady” silhouette alongside eight bubbles surrounding the logo. The swimsuit lady was designed to help the brand transition from a medical tonic to a commercial soda. But the soda still contained lithium citrate.
Late 1930s
Later in the same decade, 7 Up experimented with amber glass bottles instead of their signature emerald green. These bottles were designed with a narrow neck, fat body, and swimsuit lady label.
Today, these bottles command premium prices among collectors, and they are some of the rarest 7 Up memorabilia.
1940-1953
In 1940, 7 Up reduced the number of bubbles from eight to seven—aligning with the brand name. It also maintained the swimsuit lady icon. This design shift coincided with 7 Up’s reformulation, where the brand took out the lithium citrate from its formula.
1954-1963
The 1954 redesign replaced the iconic “swimmer girl” design with a more modern, streamlined aesthetic. It used white ACL (Applied Color Labeling) on the bottleneck and bold red labeling on the front.
1969-1979
1969 saw the most dramatic redesign yet for 7 Up bottles. The new design featured a vertically oriented logo with a distinctive red dot. The red dot that punctuated the green logo originally emerged because when the neck label was redesigned, designers discovered that without the red accent, the bottle appeared unbalanced.
This design was included in the company’s “Uncola” marketing campaign, which positioned 7 Up as a rebellious alternative to cola drinks during the counterculture era.
1989-1995
In 1989, 7 Up bottles and cans featured an illustration of Fido Dido, a thin, spiky-haired cartoon mascot with a carefree philosophy. Created by Joanna Ferrone and Sue Rose (who initially sketched him on a cocktail napkin), Fido Dido appeared on bottles, cans, and promotional materials worldwide until 1995.
Fido Dido was known for his simple catchphrase: “Fido Dido believes in living life to the fullest with maximum attitude and minimum attitude.”
Though 7 Up later dropped the character in North America, he continued appearing on international 7 Up packaging well into the 2000s. Fido Dido was also briefly revived for nostalgic limited-edition releases in 2019.
1991-2002
7 Up transitioned to clear plastic PET (polyethylene terephthalate) bottles in 1991, but some stores still included the retro glass bottle. The clear bottles showcased the colorless nature of 7 Up itself.
The new design leveraged the “clear craze” of the early 1990s when numerous beverage companies launched transparent products.
2014-present
In 2014, 7 Up underwent a minimalist redesign that stripped away excess visual elements. The brand removed the bubbles and simplified its iconic logo, adopting a clean white background with a bold green “7 Up” centerpiece. It also retained the classic red dot but with the “up” inside the dot.
This design refresh, which continues today, emphasized ingredient transparency and reduced environmental impact through lighter packaging materials.
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