Brand Strategy


Tone of Voice / Messaging


Structural Design

Point of Sale


To refresh and elevate 7-Eleven's coffee offerings with a cohesive look, feel, and tone of voice that could not only re-establish the quality of the products but also celebrate the new innovations and immense variety of hot and cold offerings they now have on-demand.


To put the heritage and coffee credentials center stage with a bold seal and simple storytelling right on the cup. We then cohesively evolved the entire world of coffee, from takeaway packaging to cold brew taps, with a flexible system of graphics all anchored on the core "7" and bold three stripes.