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Seven Eleven Branding Identity Book
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.1
Seven Eleven.Always Fresh. Always Open.
.2 .Branding Identity / Seven Eleven
Email: [email protected]
Phone: (510) 350-7313
Typefaces: Archer, Gotham HTF, Gotham Narrow
Software: Adobe Suite
Photos: Denisa Trenkle, Flickr
Student: Denisa Trenkle
Instructor: Hunter L. Wimmer
Course: Nature of Identity
Objective: Rebrand Seven Eleven
.3
Seven Eleven.Always Fresh. Always Open.
.4 .Branding Identity / Seven Eleven
.5Table of Contents
Contents And Ingredients
Photography
Now and Then
Introduction
Company History
Seven Eleven’s Customers
The New Logo
Typographic standards
Future of the Brand
Brand Extensions
.08
.16
.20
.32
.46
.52
.65
.70
.42
.6 .Branding Identity / Seven Eleven
.7Introduction
Real food for real life.
That’s our
promise
to you.
No more sell-by
dates. Only real
food for real life.
Yes, we know you don’t want nachos for dinner. We also
know Monday is not the pizza night, even though you’re
working late. Don’t worry, we’ve got you covered.
.8 .Branding Identity / Seven Eleven
.9
We are Wholesome.
.10 .Branding Identity / Seven Eleven
.11
We are Wholesome.We are Quick.
.12 .Branding Identity / Seven Eleven
.13
We are Wholesome.We are Fresh.
.14 .Branding Identity / Seven Eleven
.15
Slurpees
and Nachos
no more.
How about a Thai
chicken soup and a
bento box to go?
Quick and convenient? Check. Wholesome? Check. Organic?
Check. Shabby, neony and uninviting, that’s the Seven Eleven of
the past. We’ve gone through a major makeover and we want
you to know about it. We thought to ourselves: why could not
the convenience be paired with wholesomeness? Well now it is.
INTRODUCTION “Different kind of Seven Eleven. “
.16 .Branding Identity / Seven Eleven
Today, over 3,300 U.S. stores are operated by franchisees who are dedicated
to giving Seven Eleven customers ‘what they want, when they want it’ by
providing a reliable, fresh assortment of high-quality products, speedy
transactions, everyday fair prices and a clean, safe and friendly environment
in which to shop.”
History
Founded: 1927 Franchising since: 1964
Seven Eleven’s origins date back to 1927, when an employee of the Southland
Ice Company in Dallas, Texas, began selling milk, bread and eggs in addition
to the ice blocks. That employee, Joe C. Thomtpson, eventually bought the
Southland Ice Company, turned it into the Southland Corporation, and began
opening convenience stores. The first stores went by the name Tote’m, since
customers “toted” away their purchases, but in 1946, when the stores’ hours
were extended—from 7 a.m. to 11 p.m. they got a new name.
The brand name Seven Eleven is now part of an international chain of
convenience stores, operating under Seven Eleven Japan Co., Ltd, primarily
operating as a franchise. It is the largest chain store with more than 36,842
outlets operating around the world, surpassing the previous record-holder
McDonald’s Corporation in 2007 by approximately 1,000 retail stores. Its
stores are located in eighteen countries, with its largest markets being Japan,
the United States, Canada, the Philippines, Hong Kong, Taiwan, Malaysia
and Thailand. On a per-capita basis, Norway for example has one 7-11 for
every 47,000 Norwegians, versus for example Canada which has one for
every 74,000 Canadians. Among Seven Eleven’s offerings are private label
products, including Slurpee, a partially frozen beverage introduced in 1967,
and the Big Gulp introduced in 1980 that packaged soft drinks in large cups
ranging in size from 590 ml to 1.8 L (20 to 64 fluid ounces).
.01 HISTORY 1927 to Seven Eleven re-imagined
.17
New Mission Statement:
Seven Eleven creates handmade, natural food, yet makes it conveniently ready
for you when you need it. 7-Eleven prides itself in using natural ingredients and
its unwillingness to compromise on freshness or quality. “No more ”sell-by”
dates. Fresh when you need it.”
7-Eleven is targeting a younger, urban and educated crowd. Seven Eleven don’t
aspire to support the business model of being the “gas-station convenience
store. They recognize that in order to reach the consciousness of the younger
urban crown, the store philosophy needs to change as well. Seven Eleven strives
to become an urban, young and fresh place that offers food of unprecedented
quality at fair prices. A fast food without the fake ingredients and ugly booths.
Seven Eleven is environmentally conscious and all of its packaging will now be
recycled and recyclable. 7-Eleven supports alternative life styles and strives
to accommodate cyclists by providing lockers at each one of its locations. It
strives to offer environment that is aesthetically pleasing and inviting. The
products range from home-made soups, sandwiches with organic ingredients,
milk smoothies, yogurts, granola, salads, etc. 7-Eleven will have its own coffee
corner, with always fresh coffee and freshly baked pastries. 7-Eleven will also
do deliveries and catering. It will have its own line of cups, lunch boxes, bottles
and travel bags, chopsticks, etc. 7-Eleven will offer a credit/e-card that will also
function on city public transportation and to use bike rentals throughout the
city that the company will also operate. It will have its own line of toiletries. It
will operate an internet kiosk in each store. Flower delivery, hostel and DVD
rental are other options for expanding the business of convenience. And
because Seven Eleven would like to transform itself into a pleasant place to be,
it will offer pleasant seating in the coffee corner as well.
.18 .Branding Identity / Seven ElevenTimeline
Seven Eleven’s origins
date back to 1927, when an
employee of the Southland
Ice Company in Dallas, Texas,
began selling milk, bread,
and eggs
1927
The company’s first outlets
were known as Tote’m stores
since customers toted away
their purchases, and some
even sported genuine Alas-
kan totem poles in front.
7-Eleven to reflect the stores’
new, extended hours - 7 a.m.
until 11 p.m., seven days a
week. The company’s corpo-
rate name was changed from
The Southland Corporation to
7-Eleven, Inc. in 1999.
THE HISTORY OF SEVEN ELEVEN. From 1927 to present.
1945
1946
.02
1947Purchase of Texas Public
Utilities makes the company
the largest ice operator in
Texas.
.19History
1963 1971
19991965
Company begins franchising
after being introduced to the
concept through its acquisi-
tion of 100 SpeeDee Marts in
California this same year.
The Slurpee makes its debut
in 7-Eleven stores, which now
number 1,159.
The company’s corporate
name was changed from The
Southland Corporation to
7-Eleven, Inc. in 1999.
Sales reach $1 billion.
Company extends to East
Coast and Canada.
.20 .Branding Identity / Seven Eleven
.21Now and then
Beet and
spinach
salad?
With a side of
toasted almonds
and goat cheese.
We care about what our customers want. We have always offered
a remarkably convenient and quick service. With 3,300 shops
worldwide, we continue to strive for the highest quality of service,
now with the ambition of providing the best food, pastries and
coffee in town.
NOW AND THEN. “From nachos to beet and spinach. “
.22 .Branding Identity / Seven Eleven
ONLINE
junk food
bad coffee
HOME STREET
kwedit
STORE
.23
In the past, our in-store experience was limited to selling unhealthy ready-made
foods like hotdogs, nachos and burgers. The drink menu offered cheap coffee
and slurpees. The store also sold milk, some ready-made meals and newspapers
and magazines. We focused our attention on customers who drove cars and
resided outside of urban areas. By placing our locations in strip malls and by
highways we unwillingly contributed to sprawl, which is something we’d like to
correct in the future by building stores in more sustainable areas.
SEVEN ELEVEN OF THE PAST. Successes and failures..03
THE OLD.
.24 .Branding Identity / Seven Eleven
HOME
STORE ONLINE
STREET
food delivery
gift baskets
catering
lunch kits
recipe books
flower delivery
ATM’s
drink vending machines
food vending machines
bike rental spots
credit card/transit pass
hostel spots
order delivery
weight-loss program
pre-pay food order
iPhone app/iPad app
recipes
fresh meals
coffee shop
wi-fi
movie rental
kids’ corner
pastry line
.25
WHAT THE BRAND OFFERS NOW. How have we expanded? .04
The new Seven Eleven operates with a different philosophy: making it
convenient for you, but not at the expense of your health. Seven Eleven
create hand-made, natural food, yet makes it conveniently ready for you when
you need it. Seven eleven pride themselves in using natural ingredients. There
are no more sell-by dates. “It’s always open, it’s always fresh.” Seven Eleven is
an urban brand and as such is interested in contributing to making urban life
sustainable and easier. Seven Eleven now offer bike rentals and have partnered
with Zipcar to offer you even more convenient access to their fleet of brand new cars
at the locations that have a parking lot.
As far as our food selection is concerned we now offered ready-made sandwiches,
soups, pies, salads, wraps, sushi and bento boxes, desserts, baked goods and
pastries. We offer ready-to-be-served breakfasts, lunches and dinners. You
won’t find any sell-by dates on our fresh sandwiches and salads. We don’t sell
factory stuff. We offer food to charity at the end of each day rather than keep it .
THE NEW.
.26 .Branding Identity / Seven Eleven
.27Client Base
.05
The former client base were middle-class, high school educated suburbanites.
CUSTOMER OF SEVEN ELEVEN. Back then.
The average “Before” customer of Seven Eleven was a thirty to forty year
old male and female. This was a loyal clientele who sought convenience, quick
and personable service and ready-made meals. However, in the recent years,
the client base seeking such standards has been decreasing in numbers and/or
switching to other, healthier brands.
.28 .Branding Identity / Seven Eleven
Our new customer base is younger, smarter and healthier.
CUSTOMER OF SEVEN ELEVEN. The new Seven Eleven..06
The new customer of Seven Eleven is demographically younger (22-35
years old), more health and environment conscious and more educated.
Our new customer has college education and works on building a career or
already had a successful career built for themselves. Because the new Seven
Eleven is making a switch to functioning better in urban environment, most of
our customers are now city dwellers. They often don’t own their own cars, that
is why Seven Eleven has partnered with Bart, Muni, Zipcar and CityGo Bike
Rental to provide a convenient service, housing all of these modes of transportation
under one roof, with one card.
Our new clientele is more health conscious and pays attention to the food they
consume from the nutritional perspective. We value and respect this. Our food is
now made daily and if not sold, it is donated to charity. There are no more sell-by
dates at Seven Eleven. And because Seven Eleven support sustainable living, we
have opened doors on 30 new hostels, all located in city centers nationwide. We
hope you enjoy your stay in them.
.29Client Base
CUSTOMER OF SEVEN ELEVEN. The new Seven Eleven.
.30 .Branding Identity / Seven Eleven
QUALITY & COST. What was our position in the market?
price
quality
Go-Mart
Fast Mart
Am Pm
Shell
7 Eleven
Subway
7 Eleven
Quiznoslow
low
Eat
Au Bon Pain
Panera
Seven Eleven of the bast was albeit cheap, but let’s be frank not a healthy option.
All the food option were pre-packaged and not even made that day. Most of the
food was processed with added chemicals and preservatives.
Before
After
Now our food has no preservatives or any other unnatural ingredients. If it’s
on the label, you can understand it. Moreover, we have no more sell-by dates.
Everything’s fresh. And impeccable service goes without saying.
.07
.31
QUALITY & COST. What was our position in the market? LOCATIONS & FRESHNESS. How do we do now?
Shell
Am Pm
Subway
everywhere
fresh
7 Eleven
Eat
Pret
Panera
Au Bon Pain
Quiznoslow
nowhere
Starbucks
Caribou
7 Eleven
Before
After
Because we always placed convenience as our priority, the food was always
there. At the expense of its quality, unfortunately. We had 3,300 locations but
those will be reduced, as we want to place more emphasis on serving in a more
sustainable way. That means moving our locations to city centers.
Our food is always fresh. But probably just a moment before you walk in the door,
as most of our locations now have small kitchenettes for food preparation. What
doesn’t sell is we donate to local charities. That very same day.
.08
.32 .Branding Identity / Seven Eleven
.33The New Logo
It’s spry,
optimistic,
cheerful
What do you
think?
Our new logo reflects our new, more optimistic and cheerful
personality. Healthier food and drink options mean more
vitality for our customers. Our logo is a celebration of that.
THE NEW LOGO “A Burst of Energy. “
.34 .Branding Identity / Seven Eleven
x
1/8 x
ANATOMY OF THE LOGO. How it all lines up. .09
This is our new logo and we hope you like it. It is the primary version and the
preferred one. Always maintain the minimum clear space around the signature
to preserve its integrity and uniqueness. To maintain visual clarity and to provide
maximum impact, the logo must never appear to be linked to or crowded by
copy, photographs or graphic elements.
.35
Seven Eleven.
SIGN
LOGOTYPE
SIGNATURE
THE SIGNATURE. Its parts. .10
Our signatures are the most prominent expression of the Seven Eleven brand.
That’s why it’s vitally important to use them correctly and consistently. Each
signature is a piece of custom-designed artwork. For every signature, use only
approved artwork downloaded from sevenelevenbrand.com
Operating Company Signatures
Each Seven Eleven operating company has its own signature, consisting of two
elements: the Seven Eleven wordmark and the operating company descriptor.
The New Logo
.36 .Branding Identity / Seven Eleven
Seven Eleven.Always Fresh. Always Open.
x1/2 x
LOGOTYPE & SYMBOL. Alternative versions of the Logo.
Signature
Our signatures are the most prominent expression of the Seven Eleven brand.
That’s why it’s vitally important to use them correctly and consistently. Each
signature is a piece of custom-designed artwork. For every signature, use only
approved artwork downloaded from sevenelevenbrand.com
Operating Company Signatures
Each Seven Eleven operating company has its own signature, consisting of two
elements: the Seven Eleven wordmark and the operating company descriptor.
.11
Collective Signature
This signature consists of the wordmark without a descriptor . In all communication
material, the logotype should always be clearly visible and of adequate size. For
the best possible effect, the position of the logotype varies depending on the
media. Use the examples below as guidelines. The Seven Eleven produces a vast
array of brochures and other printed matter on lots of markets. It is important
that they give a consistent impression, and that the reader clearly and instantly
can identify the brand.
The New Logo .37
Always Fresh.Always Open.
Seven Eleven.Always Fresh. Always Open.
Seven Eleven. Seven Eleven.Always Fresh. Always Open.
Seven Eleven. Seven Eleven.Always Fresh. Always Open.
x1/2 x
Seven Eleven.
Always Fresh.Always Open.
Seven Eleven.Always Fresh. Always Open.
x1/2 x
Seven Eleven.
.38 .Branding Identity / Seven Eleven
.39
We Have Daily Specials.
Monday Tex Mex Rolls
Tuesday Spicy Soups
Wednesday Pizzas
Thursday Vegan Menu
Friday Seafood Stews
Saturday Waffles
Sunday Five Omelettes
.40 .Branding Identity / Seven Eleven
.01 .02 .03
.04 .05 .06
.09.08.07
The New Logo .41
03 BEHIND THE LOGONever place any patterns behind the logo
01 SPACE AROUND THE LOGOLogo should always be placed on a single-colored background (preferably white). Give it some space to
breathe.
02 POSITIONINGThe logo should always be placed upright (never rotated, tilted or reflected.
DO’S AND DONT’S Respect our Logo and let it stand out..12
06 NO NOTICEABLY PRONOUNCED TEXTURES UNDERNEATH THE LOGOThe Logo should always be placed on a single-colored background (preferably white). Give it some space to
breathe. If there is a texture placed underneath the logo, it should be very quiet.
04 NO ADDING STUFFNever add any embellishment to the logo, even if you think it would look good. Do not add drop shadows,
emobossing or any other photoshop gimmicks.
05 NO PHOTOSHOP GIMMICKS
As cool as drop-shadows look, never do it. Our logo deserves a better treatment. Steer away from any Photo-
shop treatment. Period.
07 NO PHOTOGRAPHY UNDERNEATH THE LOGOWe at Seven Eleven love bright photography, but not when it’s placed underneath our Logo. If the logo is
placed on a photo, it should always be placed in a way that it doesn’t interact with any of the elements on the
photography and the radius that’s three times the width of the logo should be a single-colored background
(preferably white). Give it some space to breathe. If there is a texture placed underneath the logo, it should
be very quiet.
08 OUTLINING THE LOGOJust don’t do it. In special instances, the Seven in the logo may be outlined, but that is only if the back-
ground is of a similar color. Otherwise, outlining of our trade mark is not allowed. Needless to say, It is
usually quite easy to avoid placing the logo on a similar color background, isn’t it?
09 NO SHAPES UNDERNEATH THE LOGO. EXCEPT FOR A CIRCLE.Circle can only be used on packaging and store fronts. Do not use any other shapes.
.42 .Branding Identity / Seven Eleven
.43
We love Cuisines of the World.
Indian Mondays
Mexican Tuesdays
Thai Wednesdays
Italian Thursdays
German Fridays
Japanese Saturdays
French Sundays
.44 .Branding Identity / Seven Eleven
The signature and address should appear at the end of all communication
pieces. On printed material, it is displayed most commonly on the back cover.
In print application, the logo or signature must appear with parent line (if
applicable), address, telephone, fax, e-mail and Web address and production
codes (copyright date, printing location and stock code).
The logotype, symbol and selling line are used in the color Grass Green White
or Earth Brown. If the colors are reversed, they are used in white. Around the
logotype there is an exclusion zone, half the “7” symbol wide. In this zone
there should be no graphic elements other than the background. The distance
between the symbol and the logotype is one x of the value of the symbol.
SIGNATURES AND LOGOTYPE. How to use it on stationery. .13
There is an exclusion zone, half the “7” symbol wide. In this zone there should be no graphic
elements other than the background. The distance between the symbol and the logotype is
one x of the value of the symbol. The information is always aligned flush left with the signature
as shown below. The typeface used for this information is Gotham Bold and Book. If two ad-
dresses are required, they should be aligned horizontally.
.45
.46 .Branding Identity / Seven Eleven
Always use these signature configurations. Artwork for Seven Eleven signatures can be downloaded from sevenelevenbrand.com.
The logotype is a typographic descriptor which includes the name of the company
and slogan. For logotype “seven eleven” portion Gotham HTF Black is always
used, for the slogan “Always Open. Always Fresh.” Archer Light Italics is used.
Our company stands out from the crowd, and so does our signature. To create
maximum impact, keep the space around the Seven Eleven signature free from
other text and graphics. The clear space on each side of the signature should
always be equal to or greater than the x-height of the Seven Eleven wordmark.
The signature and address should appear at the end of all communication
pieces. On printed material, it is displayed most commonly on the back
SIGNATURES AND LOGOTYPE. Logo Sub-Categories. .14
cover. In print application, the logo or signature must appear with parent line
(if applicable), address, telephone, fax, e-mail and Web address and production
codes (copyright date, printing location and stock code). Whenever possible,
use these preferred signature configurations. Artwork for all of our signatures
can be downloaded from sevenelevenbrand.com. The colors and names specified
for each operating section of Seven Eleven can be used as backgrounds for
one-color, black and reverse signatures. Only approved artwork should be used;
download it from sevenelevenbrand.com.
.47
Seven Eleven.Kids
Seven Eleven.Café
Seven Eleven.Newsprint
Seven Eleven.Catering
Seven Eleven.CreditPass
Seven Eleven.Citygo Bike Rent
Seven Eleven.Kids
Seven Eleven.Café
Seven Eleven.Newsprint
Seven Eleven.Catering
Seven Eleven.CreditPass
Seven Eleven.Citygo Bike Rent
OR SEVEN ELEVENOCEAN BLUEsee color on page 46
USE SEVEN ELEVENGRASS GREENsee color on page 46
OR SEVEN ELEVENEARTH BROWNsee color on page 46
Note: Variations of these combinations are an option depending on the color of
background used in a particular setting. For example: The Seven Eleven Kids line
can be used in Grass Green or Earth Brown, depending on the packaging.
CIRCLED LOGOto be used on packagingand store fronts
.48 .Branding Identity / Seven Eleven
THE CHOICE OF TYPEFACES. How to use them? .15
Archer is a slab serif typeface designed in 2001 by Hoefler & Frere-Jones. The
face is unique for combining the geometric structure of twentieth century
European slab-serifs but imbuing the face with a domestic, less strident tone
of voice. We feel typeface represents the friendliness, wholesomeness and
healthfulness the new Seven Eleven would like to represent. It is used in the
slogan—Always Fresh. Always Open.
Gotham is a family of geometric sans serif typefaces designed by American
type designers Tobias Frere-Jones and Jesse Ragan in 2000. We feel Gotham
is a perfect typeface to express the youthfulness and freshness of our new
personality. Gotham is used in the logotype of Seven Eleven and throughout the
store on our signage, as well as on billboards and the website.
.01
.02
As a leaner version of Gotham, its focus as a truly American typeface is unmistak-
able. According to David Dunlap of the New York Times, Gotham lettering that
dominated the street scape from the 1930’s through the 1960’s.” Unlike other sans
serif typefaces, it’s not German, it’s not French, it’s not Swiss. It’s very American.”
We pride ourselves in being a friendly, quick and convenient business, while
offering food and other products of the highest quality and standards. We
stand by these values and we feel Gotham Narrow as a truly American typeface
represents them accurately visually.
.49
Aa Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
THE CHOICE OF TYPEFACES. How to use them?
Aa Gotham Narrow
Aa Archer
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!@#$%^&*@0123456789
Light Book Bold
Light Book Bold
.50 .Branding Identity / Seven Eleven
Visualizing Our Brand .51
Bright,
cheerful and
optimistic
And the service is
equally good.
We had been looking for a common and unified visual direction for
our brand for some time. Now that we have found it we would like
to make sure its particular elements are used with the image of
the brand in mind. Handle with caution.
Visualizing our brand. “A natural feel suits us. “
.52 .Branding Identity / Seven Eleven
RGBCMYKHEX
139
40
8BE1CC
225 204
3 12 9RGBCMYKHEX
59
0
3B380F
56 15
4 74 77
RGBCMYKHEX
224
0
E0DEA8
222 168
1 25 12RGBCMYKHEX
117
7
B1BF0A
191 10
0 95 25RGBCMYKHEX
151
2
979914
153 20
0 87 40
RGBCMYKHEX
139
40
8BE1CC
225 204
3 12 9RGBCMYKHEX
59
0
3B380F
56 15
4 74 77
RGBCMYKHEX
224
0
E0DEA8
222 168
1 25 12RGBCMYKHEX
117
7
B1BF0A
191 10
0 95 25RGBCMYKHEX
151
2
979914
153 20
0 87 40
Note: The orange color is to be used on packing for products.
Ocean Stone Cream Grass Earth
.53
OUR COLOR SCHEME. Fresh, natural and optimistic feelOur new colors define our new personality. The new color palette is fresh
and natural to reflect the new outlook Seven Eleven has on life, and nutrition
in particular. The logotype, symbol and the tag line will mostly be presented
in two colors—Seven Eleven Grass Green and Seven Eleven Earth Brown. The
Water Blue and Stone Gray are both allowed, but are secondary in this case. If
the colors are reversed, they are used in white, no other light color is allowed.
The orange color is an exception and is to be used in Seven Eleven’s packaging
and on store fronts if it is necessary.
.16
.54 .Branding Identity / Seven Eleven
.55Visualizing Our Brand
.56 .Branding Identity / Seven Eleven
.57
Our customers come in all shapes, colors and diverse social strata.
Really. However, they have one thing in common—all of them love
wholesome, healthy food and expect superior service at any
time of the day, while living a busy city life. And that is exactly
what we pledge to provide for them.
Who shops here now? “Healthier and smarter. “
Younger,
smarther,
healthier.
New customers are
health-conscious
and more urban.
New Customers
.58 .Branding Identity / Seven Eleven
Caitlin Johnson, Single Mom
/ Got pregnant very young.
/ Has a son who attends day care.
/ Is very protective of her child.
/ Eats fast food, but is trying to maintain a healthier lifestyle.
/ Has two jobs.
/ Comes home from her retail job late.
/ Her mother helps her raise her son.
/ Goes to church every Sunday.
“How was Jonas today?” 01
.59
Michael “Mikey” Broderick, Student
/ Drinks Coke and other types of soda every day.
/ Eats lunch in front of the computer.
/ Occasionally gets stoned.
/ Uses the word “dude” about 357 times a day.
/ Occasionally skips class. Whatever.
/ Wears Billabong and other skater/surfer brands.
/ Lives in a dorm.
/ His Mom still does his laundry every other weekend.
/ Basically survives on Mac’n’Cheese
“Man, that was awesome!”02
.60 .Branding Identity / Seven Eleven
Adriana Pérez, Yoga Instructor
“That is so rad!” 03
/ Follows health magazines and web sites.
/ Has a busy schedule, but still manages to cook.
/ Constantly works on improving her fitness.
/ Shops at North Face and Whole Foods.
/ Is vegetarian.
/ Drives a Volkswagen and bikes on weekends.
/ Doesn’t believe in marriage.
/ Lives in the Mission District.
.61
Ben Chung, Business Owner
“Double tall latte, please.”04
/ Drinks coffee three times a day.
/ Is extremely busy with building his company.
/ Appreciates fine things in life.
/ Loves to dine out with his wife on weekends.
/ Has two grown kids.
/ Fast food is his guilty pleasure.
/ Every Sunday visits local farmers’ market.
/ Has a town house in a leafy city neighborhood.
/ Drives an Audi.
.62 .Branding Identity / Seven Eleven
/ Drinks Starbucks coffee every day.
/ Always lunches in front of her computer.
/ Is very eager to build her career.
/ Often eats “crap” due to lack of time.
/ Wears Ann Taylor and Banana Republic.
/ Her kid’s more attached to babysitter than to her.
/ Has one child and lives in the city.
/ Works in the Financial District.
/ Plays golf on weekends with her girlfriends.
Melissa Gordon, Business Woman
“You had a soccer match?” 05
.63
/ Cooks, vacuums, irons, picks up, drops off, drives.
/ Shops at Safeway and Macy’s.
/ Loves finding great shopping deals.
/ Has wardrobe staples from TJ MAXX and Marshall’s.
/ Has three young kids.
/ Drives an SUV and a Minivan.
/ Takes pride in her household.
/ Spends countless hours cooking and cleaning.
/ Lives outside of the city in the suburbs.
Maggie Robinson, Full-Time Mom
06 “Dinner’s ready, boys!”
.64 .Branding Identity / Seven Eleven
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We understand our customers have busy lives which don’t always
allow them to whip up a three-course meal to serve to their loved
ones. Seven Eleven is a brand with solutions for busy lifestyles so
you can stay healthy and spend quality time with your family. And
these solutions now extend way beyond your refrigerator.
How our brand extends. “Beyond the store. “
Helping
you stay
healthy.
And it only takes
a few clicks.
Brand Extensions
.66 .Branding Identity / Seven Eleven
Log onto www.seveneleven.com
Above: Our customers are more computer savvy than ever and we recognize the need to bring the convenience of our business into their home through the Internet. Our brand new website now allows our customers to shop from home, order a order a delivery or look for their favorite recipes online.
.67Brand Extensions
.68 .Branding Identity / Seven Eleven
Below left: For customers on the go with access to a smart phone there is now a free application available that let’s you order your meal, check nutritional fact or see the specials for the day.
Above left: The new Seven Eleven Rewards Program is an extremely convenient way to become a member of CityGo Bike rental program, combining with access to Zipcar.v
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Above: Our customers are more computer savvy than ever and we recognize the need to bring the convenience of our business into their home through the Internet. Our brand new web site now allows our customers to shop from home, order a order a delivery or look for their favorite recipes online.
Brand Extensions
.70 .Branding Identity / Seven Eleven
Welcome to Seven Eleven. Coffee, anyone?
Above: Our biggest store in San Francisco, on Mission Street. This location seats 60 people, which is unusual for Seven Elevens. However, this is the direction we would like all stores to move in the near future. Seven Eleven is transforming itself from the place of convenience to the place of leisure and healthy life style. We hope our customers respond to this change positively.
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Above: Most of our bigger stores now include a Café with freshly baked pastries, wonderful coffee and scrumptious sandwiches. The menu is updated daily with new, unexpected items added every day.
Brand Extensions
.72 .Branding Identity / Seven Eleven
Above: The Seven Eleven Café offers fresh pastries, desserts as well as daily baked breads and rolls. Sandwiches are available made fresh or ready-made. A wide selection of teas, coffee and freshly squeezed seasonal juices is located in the café section as well.
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Above: Our spaces have gone through a major makeover. We hoped to create an aesthetic that would reflect our philosophy of healthy, active and wholesome life style. The stores, of course, display the same color palette.
Brand Extenstions
.74 .Branding Identity / Seven Eleven
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Top: Our new line of ready-made foods and drinks is packaged in recycled and recyclable materials. The new yogurts are all natural and delicious.
Bottom: Coffees of the world: our brand new coffee selection contains the best beans you will find. We bring our coffee from Colombia, Brazil, Ethiopia and Turkey. Available as whole beans as well as ground.
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Top: Our in-store cutlery is now made of 100% recycled post-consumer materials and is fully compostable. Please use responsibly.
Bottom: We still offer bags. However, if you bring your own, we will donate 1% of your purchase to one of the charities we cooperate with.
Brand Extensions
.76 .Branding Identity / Seven Eleven
Above: The Seven Eleven CityGo Bike Rental Service is placed in strategic locations across major American cities. The bicycles unlock after swiping your Seven Eleven Rewards Card through the electronic lock. Bicycles can be returned to any CityGo Bike location in the given city.
Good morning to you on the street!
.77Brand Extensions
.78 .Branding Identity / Seven Eleven
Above: In order to support sustainable development we have made a re-markable effort to only open locations that are situated in busy and dense city centers. Pictured here is our main San Francisco location on Mission Street with pleasant outdoor seating.
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Above: The signage on our flagship store on 345 Mission Street, San Francisco.
Right: Outdoor seating in our flagship store in San Francisco.Right below: Indoor seating area in our largest store in Chicago.Above: All our stores now feature attractive black boards displayed in front
of the store informing our customers of the current prices as well as our specials. You can, however, find this information displayed inside as well.
Brand Extensions
.80 .Branding Identity / Seven Eleven
Home Sweet Home
Above: Whether you’re in the mood for kicking back at one of our locations and enjoying a freshly made meal for you or you need to grab a meal in a hurry, we have options for you. And don’t worry about the freshness of our ready-made options: they have probably been made just as you walked in the store. We make the sandwiches in store every day and donate them if they don’t get sold. But we can’t imagine that’d happen. See for yourself.
.81Brand Extensions
.82 .Branding Identity / Seven Eleven
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We have now hiredthe Naked Chef. He enjoys metaphors.And good food.
Making Friends with Jamie Oliver
Are we idealistic? Maybe. But we believe that convenience does not need to come
at the cost of your own health. That is why we have partnered with Jamie Oliver.
We’ve always liked Jamie Oliver. Needless to say, he is not only a brilliant chef but
also a person who shares our ideals of wholesome yet quick and affordable eating.
Jamie will introduce a new line of Organic sandwiches, soups, pastries, salads and
fruit and veggie drinks. So who is Jamie Oliver?
Oliver conceived and established the Fifteen charity restaurant where he trained
15 disadvantaged young people to work in the hospitality industry. Following the
success of the original restaurant in London, more Fifteens have opened around
the globe: Fifteen Amsterdam opened in December 2004, Fifteen Cornwall in
Newquay opened in May 2006, and Fifteen Melbourne opened in September
2006 with Australian friend and fellow chef Tobie Puttock. Oliver then began a
formal campaign to ban unhealthy food in British schools and get children eating
fresh, tasty, nutritious food instead. Oliver’s efforts to bring radical change to the
school meals system, chronicled in the series “Jamie’s School Dinners”, challenged
the junk food culture by showing schools they could serve healthy, cost-efficient
meals that kids enjoyed eating. He has also written columns for The Times. A
great proponent of fresh organic foods, Oliver was named the most influential
person in the UK hospitality industry when he topped the inaugural Caterer
Search 100 in May 2005. The list placed Oliver higher than Sir Francis Mackay,
the then-chairman of the contract catering giant, Compass Group, which Oliver
had soundly criticized in “Jamie’s School Dinners”. In 2006, he dropped to 2nd on
the list behind fellow celebrity chef Gordon Ramsay. In December 2009 Oliver
was awarded the 2010 TED Prize for his campaigns to “create change on both the
individual and governmental level” in order to “bring attention to the changes
Englanders and now Americans need to make in their lifestyles and diet.” Oliver
is a patron of environmental charity Trees for Cities.
Brand Extensions
.84 .Branding Identity / Seven Eleven
Above: We have partnered with the “Naked Chef” who helped us create an exciting and adventurous menu, adding exotic words like arugula and radicchio into our gastronomic vocabulary. Moreover, Seven Eleven with Jamie’s help have prepared a series of cook books with brand new recipes Jamie has created for Seven Eleven in particular.
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Above: Seven Eleven employees now enjoy free fabulous and stylish aprons that they get to put on whenever they’re at work.
Brand Extens3ions