Brand Playbook, Style Guide, Copywriting, Photography Direction, POS Signage

7-ELEVEN: Retail Playbook,
Take It To Eleven

IT’S (NOW) HEAVEN AT 7-ELEVEN

7-Eleven convenience stores are all over the place - just like their in-store marketing. With dozens of categories and brands in a small convenience store footprint, their 13,000 locations had an overwhelming amount of point-of-purchase and on-site marketing signage. They needed help. We were asked to develop a shopper-based communication architecture that delivered the right message in the right place along a shopper’s purchase journey.

Flowchart illustrating a shopping process divided into three phases: Plan, Shop, and Buy. The Plan phase includes Approach and Arrival steps. The Shop phase includes Sections, Shelf, and Aisle/Door. The Buy phase includes Checkout and Exit. Additional tips for each phase are provided, along with momentum drivers at the bottom of the image.

We created a brand playbook and a new communication hierarchy.

We found our Bold Balance by bringing together branding, wayfinding, and desire with offers, instructions, and promotions. Our new photography and signage package helped us elevate 7-Eleven’s food credentials to drive trip and basket growth through promotion of fresh food. Then we took our learnings and developed an easy-to-understand playbook and used customer data to optimize it for a national rollout.

  • A croissant breaking in half with crumbs flying, on a black background.
  • Two donuts, one with pink icing and multicolored sprinkles, the other with chocolate icing, are shown in mid-air against a black background.
  • Two chocolate chip cookies breaking apart, with chocolate chunks and crumbs flying in the air against a dark background.
  • Egg and bacon breakfast sandwich with a croissant, fried egg, melted cheese, and bacon on a black background.
  • Caesar salad in a black bowl with lettuce, chicken, croutons, parmesan cheese, and black pepper, with a black fork on a black surface.
  • A hand picks up a taco from a tray filled with various tacos.
  • Six fried jalapeno poppers with creamy cheese filling on black background, some cheese melting and crumbs scattered.
  • Four pieces of breaded, fried chicken wings with a small cup of spicy sauce on the side, on a black background.
  • A person holding a hot dog in a bun, topped with sliced green jalapeños, diced onions, and yellow mustard against a dark background.
Grocery store self-service refrigerator shelf stocked with pre-packaged salads, sandwiches, yogurt, fruits, and other ready-to-eat foods. Signage indicates categories such as salads, sandwiches, snacks, and baked items. The display is labeled 'quick eats' with images of a salad and pizza.
  • A pizza display sign showing a slice of pepperoni pizza with melted cheese being lifted, with the text 'SLICE on WHOLE Melty, cheesy goodness' written beside it.
  • Advertisement for fried food items, displaying several golden-brown fried cones with creamy filling, alongside the text 'OFF THE GRILL Flavor in every bite' on a black background.
  • A black sign with red and white text that reads 'TOPPINGS Make it your way' and displays small bowls of various food toppings such as chopped vegetables, sauces, and condiments.
  • Fast food menu display advertising fried chicken with the caption 'Sauced to perfection'.
Shelf displaying assorted sweet treats with a green sign reading 'Sweet treats' and a graphic of a candy.
Sign at a store parking lot advertising mobile checkout via QR code, with instructions to scan, pay, and go.
Sign overview of a coffee bean to cup process and brew options next to coffee machine.
Supermarket aisle with bags of chips, including Cheetos Flamin' Hot and Lay's sour cream and onion, with a green 'Salty Snacks' sign hanging from the shelf.
Grocery store shelves filled with various baked goods, including packaged bread and sweet snacks. A green shopping cart sign with a cupcake icon and the word 'bakercy' is hanging on the shelf.

Explore More Work

Four children are interacting with a large touchscreen display that features a coloring activity about the magic of Galaxy. The children are using the touch interface to select colors, with instructions on the screen. An adult is partially visible on the right side of the image.
Mint chocolate chip ice cream with mint leaves and chocolate bits, advertising Mayfield mint chocolate chip ice cream on a yellow background.
⮕
⬅