7-Eleven Dramatically Redesigns 7 Select

Big Bite Hot Dog Flavored Chips & Kettle Cooked Chips

Dallas, Texas-based 7-Eleven, the world’s largest convenience store chain with more than 40,800 stores in 16 countries launched its 7 Select Private Brand in late 2008 with close to 100 sku’s. The package design was clean and modern, if somewhat emotionless and predictable, with the now clichéd heavy use of white backgrounds and the expected European inspired san serif font the design was definitely a step up for the convenience channel.

Yet, somehow the design left me wanting more, there seemed to be a disconnect between the energy and vibrancy of the  7-Eleven retail brand and 7-Select. 7 Select seemed to be the plain, boring cousin of their iconic Private Brands: Slurpee, Big Gulp and Big Bite hotdogs.

So while visiting Florida on a family vacation I was excited to discover a redesign of the brand well under way. Burritos, juices and two levels of potato chips – regular and kettle cooked jumped off the shelf with fresh, exciting and vibrant designs that clearly reinforce the 7-Eleven brand and gave 7 Select a personality.

The new brand design created by the branding agency BrandImage – Desgrippes & LAGA is clearly designed to build and differentiate. And 7-Eleven leveraged its well known Private Brand portfolio and co-brand 7 Select, take a look at the Big Bite hotdog flavored chips – try getting those at the convenience store down the street.

I would love to see Slurpee branded sodas.

New Design on Left

 



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.