If only all naming projects were this easy. 7up created a new soft drink with the notion of turning the old brand upside-down; so they made a green beverage and put it in a clear bottle (the reverse of 7up), then added caffeine to jolt consumers back to consciousness. And for the name? They simply turned 7up upside-down to create dnL.

It’s a neat little trick, and a nice play off 7up on multiple levels. The name demonstrates the product’s positioning and its relation to the 7up brand in its very structure. As a nice co-promotional bonus, dnL will read as “7up” when the bottle is inverted during guzzling. And vice versa.

The branding home run would have been if “dnl” actually meant something or sounded a bit more appetizing, but hey, you’re either turning something upside-down or you’re not. So it’s not as powerful as it could be, although it’s short and skewed just enough to work better than Reppeprd, Ekoc, Elppans, or Etirps could ever hope to.

Our guess is that people will nickname it something like “d” or “7d,” and if the company is really lucky, consumers will come up with a variety of interesting phrases to define the DNL acronym. Watch for the company to prime the pump on the latter.