Art Direction & Design

Problem
For the third year of this program, the challenge was to keep the familiar brand identity while evolving the campaign so it felt fresh, more energetic, and culturally relevant.

Insight
Dive bars have always been tied to rock and roll culture - gritty venues where live music, cheap drinks, and loyal regulars create an authentic atmosphere. And that same unpretentious spirit is what makes the classic 7&7 such a natural staple behind dive bar counters.

Idea
Lean into the shared DNA between dive bars, the 7&7, and rock & roll culture by amplifying the design style with a bold, rock-and-roll edge, strengthening the visual and cultural connection between dive bars and Seagram’s signature serve, the 7&7.