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.