7-Eleven Launches Tote’m Brand & Lab Store

Being a global leader in the convenience store industry, 7-Eleven has recently focused on shifting towards new and unique offerings for each of their stores. Their “Lab Store” in Texas is currently testing multiple new sections offering anything from made-to-order smoothies to fresh bakery items. MBD was tasked with coming up with a design for their new refillable beer and wine station called The Cellar.

When Prohibition ended in 1933, “Tote’m Stores” were one of the first locations to sell quality, ice-cold beer on the go. Hoping to recapture some of this history, 7-Eleven tasked Boston branding agency MBD with creating original designs for their craft beer growlers, crowlers and wine bottles using the Tote’m Stores branding.

MBD researched the previous Tote’m logos and designs to come up with an updated logo and graphic that would resonate with craft beer and wine drinkers when they came into the store. The result was a new Tote’m mark that is set up so the middle “t” in TOTE’M acted as a totem within the text. The Tote’m private brand lockup for the beer includes three unique references to 7-Eleven’s history: the title, an eagle from the top of the original tote’m pole merged with a hop as your main graphic and the number 1927 locked in the 4 corners around the brand name and a graphic calling back to the year 7-Eleven was founded. All of these elements mixed together with a clean and sleek design helps the Tote’m brand jump off the wall and shelves when you enter their craft beer and wine section.


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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.