Fifty2, The MPB Project: 7-Eleven, 7-Select

7-Select - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will Fifty2 The MPB Project Logobe published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email


In early 2011, Dallas, Texas-based 7-Eleven, the world’s largest convenience store chain with more than 40,800 stores in 16 countries, re-designed and re-launched its primary Private Brand, 7-Select. Abandoning a 2008 traditional private label redesign, and despite the clichéd private label name “7-Select,” the new design encapsulated the energy, vibrancy and on-the go nature of both the convenience channel and the 7-Eleven retail brand.

The brand now includes more than 200 items including unique flavors that work to differentiate 7-Eleven. The website and packaging bring the brand to life through a playful, irreverent and confident brand tone. It is rare for a retail website to effectively evoke a brand tone effectively with its intended audience.

We want you to like us. A lot. So in the process of severely sucking up, we developed a product line that includes all your favorites. All high quality. All at a great price. Who needs national brands when you can be BFFs with 7-Select and have money left over to take us to dinner? Please?

When you see this logo on the website, stop whatever you’re doing and check it out. It means it’s a 7-Select product. And that means it’s more important than anything else you could possibly be doing.

The lighthearted attitude continues on packaging with product descriptions that focus on flavor, quality, attitude and voice, and not the traditional “compare & save” message.

7-Select Big Bite Hot Dog Chips
Make a note in your diary because your life is about to change forever. Introducing the Big Bite Hot Dog Flavored Potato Chip. Layer upon layer of hot dog flavor – mustard, ketchup, relish and hot dog – all loaded on each chip. Don’t be surprised if you cry a little the first time you try them. They’re that good.

7-Select Watermelon Sherbet
Want to hear a juicy secret? This sweet, fruity sherbet is filled with tiny candy seeds. Fresh from 7-Select where the price is small, but the taste is mighty.

The 7-Select brand now stands toe-to-toe with the retailers iconic Private Brands: Slurpee, Big Gulp and Big Bite hotdogs and boldly reinforces the 7-Eleven brand.

Brand: 7-Select
Brand Focus:
National Brand Equivalent
Dallas Texas
2011 USA Retail Sales:
2011 Stores: 7,779 US Stores

To submit a brand for consideration please email

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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.