Packaging Design
7 Eleven
Revitalizing the 7 Eleven brand to cut through the coffee clutter.
The Swedish 7 Eleven market had just gone through a brand refresh that led to an uptick in revenue. Therefore, the American market was interested in trying their own take on a brand revitalization. However they needed to operate out of more humble financial means and were looking for a few simple wins at refreshing their most iconic product – their coffee.
At the time there was a cultural shift in shoppers falling more and more in love with nostalgic themes and ideas. 7 Eleven had an opportunity to embrace this and make their already recognizable brand into an iconic symbol of resilience and revitalized energy. By leaning into the 7 Eleven colors, stripes and retro design patterns they were able to elevate their brand appeal while also demonstrating quality and building customer trust.
Life is a constant sense of “always on the go”, and universally we’re all fueled by the same thing to help push us through our hectic days - coffee. However, when it comes to coffee, there are no shortage of options out there, and they all look the same. So, why not be bold and embrace life that needs “go” with graphics that cut through the clutter and get you moving.
My role & contribution
This project was one design direction out of three. Myself and two other designers each owned a direction. They were shared with 7 Eleven as examples for how they can inject a little more personality in their brand without breaking the production bank.