Today, Seven Brothers (stylised as Seven Bro7hers) has taken its unusual business formation and run with it in terms of the concept behind its zingy new branding. The refresh was led by Manchester-based creative branding agency Creative Spark, and centres around the idea of the lucky number seven.
Creative Spark wanted to ensure that the cans stand out on the shelves, and key to this was a vibrant colour palette that helps to distinguish them from other brands. “We did some initial research with [insights agency] Humanise into what new and current customers wanted from the Seven Brothers brand,” Marra says.
The insights informed the brighter approach to the palette, though the brand still maintains its original core colours of black, white and yellow too. “Crucially the colour combos had to stand out on the shelf, and the colours also make the flavours recognisable to the customer while enabling us to have some fun with packaging.”
Key to developing recognisability was the prominent use of the number seven, which is presented in different yet uniformly punchy 3D typefaces across the product variants. “The unique sevens we created allow each can to have its own look, but will still be recognisable as a Seven Brothers can,” says Marra.
It’s an unusual approach to alter what is essentially a logo across a product range, particularly for a nascent brand. However, it certainly feels as though the seven is locked down as a core emblem, giving the brand room to breathe in terms of the type choices.