7-Eleven Spices Up Dried Fruit

Convenience store giant 7-Eleven has introduced a new line of private brand packaged dried fruits which include both sugar infused and natural products. Along with design, there was a need to determine how to best call out the product differences and benefits. The Unsweetened or Natural products truly stand out utilizing a more natural color palette. The individual window silhouettes reinforce the fruit’s shapes in a fun way, while the illustrations and color palette emphasizes flavor and real fruit.

The seven varieties of 7-Select dried fruit come in colorful jewel-tone pouches with mouth-watering images of fresh fruit and a fruit-shaped window showing the fruit inside of the package. On-package messages include “no artificial colors and flavors,” “made with real fruit” and “harvested at peak of ripeness.”

Flavors include pineapple, mango, banana chips, fruit medley and chili mango.

Childs added: “We are fortunate to work with a visionary client like 7-Eleven that understands the power of meaningful brand design and the role packaging has in inspiring action and influencing consumers to purchase and repurchase.”

In the last four years, 7-Eleven private brand products have won more than 20 national and international awards recognizing both product and packaging excellence, all designed by Brandimage.

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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.