7-Eleven
India Retail Brand Identity & Strategy, Branded Environment and packaging design.
Devised the company’s brand and communication strategy contextualised for the Indian market to introduce the 7-Eleven convenience store format. This was done by creating a brand language that is accessible, relatable and universal, cutting through class, region and language.
India Retail Brand Identity & Strategy, Branded Environment and packaging design.
Devised the company’s brand and communication strategy contextualised for the Indian market to introduce the 7-Eleven convenience store format. This was done by creating a brand language that is accessible, relatable and universal, cutting through class, region and language.
Devoid of a companywide mandate towards introducing the format to new geographies, we worked with global leadership to decode the format, the brand legacy and product promise through an illustrative visual led language.
The communication highlighted the brand promise of a better normal for the urban commuter, with a special focus on taxi drivers and delivery professionals, through positioning statements such as ‘Refresh, Refill, Ready’, ‘Your daily Pitstop’, ‘Chalte Raho’ and graphic use cases for the brand role in the consumer’s life.
We established the design language to make the 7-Eleven logo adaptable to regional Indian scripts, starting with Marathi.
We worked with the team to create a design system to adapt the branding across packaging structures for Indian food.
