24/7 Life for 7–Eleven

Consolidating essential products across 7-Eleven stores under a new private label brand to elevate the store experience.

What if?

Could 7-Eleven consolidate the essential products across their stores under a new private label brand to elevate the store experience?

Results

We developed a new brand platform for 7-Eleven’s private label essentials brand, named the brand and designed a flexible identity system that now lives across hundreds of products at every 7-Eleven store.

What I did:

  • Team facilitation and alignment

  • Strategy development

  • Brand platform development

  • Creative direction

  • Brand architecture strategy 

  • Product naming 

Partners:

  • Design / Katie Schultz

  • Work done at Bulldog Drummond

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