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The updated branding for 7 Eleven’s coffee experience is an exercise in clean, simple design with easily recognizable elements. BVD, undertook the project with goal of streamlining the convenience store’s brand and updating it to be fresh and new.

To me it has more of a retro feel than a forward-thinking one. Here’s what the agency says:

7-Eleven decided to update their cof­fee con­cept for the Swedish mar­ket and empha­size a smart and con­ve­nient brand expe­ri­ence. The iconic stripes is the take-off point of our design. Mod­ern and clear branding.

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