SEVEN ELEVEN by Denisa Trenkle

Seven Eleven. Always Fresh. Always Open.

.Branding Identity / Seven Eleven

Student:

Denisa Trenkle

Email:

denisa.trenkle@gmail.com

Phone:

(510) 350-7313

Typefaces: Archer, Gotham HTF, Gotham Narrow Software:

Adobe Suite

Photos:

Denisa Trenkle, Flickr

Instructor:

Hunter L. Wimmer

Course:

Nature of Identity

Objective:

Rebrand Seven Eleven

Seven Eleven. Always Fresh. Always Open.

.Branding Identity / Seven Eleven

Table of Contents

Contents And Ingredients Introduction

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Company History

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Now and Then

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Photography

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The New Logo

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Typographic standards

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Seven Elevenâ&#x20AC;&#x2122;s Customers

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Future of the Brand

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Brand Extensions

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.Branding Identity / Seven Eleven

Introduction

r ’s ou Thatromise p you. to by

sell- al o re e No m s . Only r e. f date or real li f d fo o

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.

.Branding Identity / Seven Eleven

We are Wholesome.

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We Weare areQuick. Wholesom

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We are Wholesom Fresh.

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pees Slur chos . Na and o morTehai n o ut a a

ab nd How n soup a go? to ke x ic o h c ob b e nt

INTRODUCTION “Different kind of Seven Eleven. “ 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.

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.Branding Identity / Seven Eleven

.01 HISTORY 1927 to Seven Eleven re-imagined Today, over 3,300 U.S. stores are operated by franchisees who are dedicated

The brand name Seven Eleven is now part of an international chain of

to giving Seven Eleven customers ‘what they want, when they want it’ by

convenience stores, operating under Seven Eleven Japan Co., Ltd, primarily

providing a reliable, fresh assortment of high-quality products, speedy

operating as a franchise. It is the largest chain store with more than 36,842

transactions, everyday fair prices and a clean, safe and friendly environment

outlets operating around the world, surpassing the previous record-holder

in which to shop.”

McDonald’s Corporation in 2007 by approximately 1,000 retail stores. Its

History

stores are located in eighteen countries, with its largest markets being Japan,

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 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).

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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.”

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

7-Eleven is targeting a younger, urban and educated crowd. Seven Eleven don’t

function on city public transportation and to use bike rentals throughout the

aspire to support the business model of being the “gas-station convenience

city that the company will also operate. It will have its own line of toiletries. It

store. They recognize that in order to reach the consciousness of the younger

will operate an internet kiosk in each store. Flower delivery, hostel and DVD

urban crown, the store philosophy needs to change as well. Seven Eleven strives

rental are other options for expanding the business of convenience. And

to become an urban, young and fresh place that offers food of unprecedented

because Seven Eleven would like to transform itself into a pleasant place to be,

quality at fair prices. A fast food without the fake ingredients and ugly booths.

it will offer pleasant seating in the coffee corner as well.

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

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Timeline

.Branding Identity / Seven Eleven

.02 THE HISTORY OF SEVEN ELEVEN. From 1927 to present.

1947

1945 The company’s first outlets

Purchase of Texas Public

were known as Tote’m stores

Utilities makes the company

since customers toted away

the largest ice operator in

their purchases, and some

Texas.

even sported genuine Alaskan totem poles in front.

1927

1946

Seven Eleven’s origins

7-Eleven to reflect the stores’

date back to 1927, when an

new, extended hours - 7 a.m.

employee of the Southland

until 11 p.m., seven days a

Ice Company in Dallas, Texas,

week. The company’s corpo-

began selling milk, bread,

rate name was changed from

and eggs

The Southland Corporation to 7-Eleven, Inc. in 1999.

History

1965

1999

The Slurpee makes its debut

The companyâ&#x20AC;&#x2122;s corporate

in 7-Eleven stores, which now

name was changed from The

number 1,159.

Southland Corporation to 7-Eleven, Inc. in 1999.

1963

1971

Company begins franchising

Sales reach $1 billion.

after being introduced to the

Company extends to East

concept through its acquisi-

Coast and Canada.

tion of 100 SpeeDee Marts in California this same year.

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Now and then

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t a nd Bee inach sp lad? sa ide of

as s With almond d e t e se . s toa oat che g and

NOW AND THEN. â&#x20AC;&#x153;From nachos to beet and spinach. â&#x20AC;&#x153; 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.

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.Branding Identity / Seven Eleven

HOME

STREET

STORE

ONLINE

print bad coffee junk food

kwedit

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THE OLD. .03 SEVEN ELEVEN OF THE PAST. Successes and failures. 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 weâ&#x20AC;&#x2122;d like to correct in the future by building stores in more sustainable areas.

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.Branding Identity / Seven Eleven

HOME

STREET

flower delivery recipe books lunch kits catering gift baskets food delivery

hostel spots credit card/transit pass bike rental spots food vending machines drink vending machines ATMâ&#x20AC;&#x2122;s

STORE

ONLINE

pastry line kidsâ&#x20AC;&#x2122; corner movie rental wi-fi coffee shop fresh meals

recipes iPhone app/iPad app pre-pay food order weight-loss program order delivery

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THE NEW.

.04 WHAT THE BRAND OFFERS NOW. How have we expanded? The new Seven Eleven operates with a different philosophy: making it

As far as our food selection is concerned we now offered ready-made sandwiches,

convenient for you, but not at the expense of your health. Seven Eleven

soups, pies, salads, wraps, sushi and bento boxes, desserts, baked goods and

create hand-made, natural food, yet makes it conveniently ready for you when

pastries. We offer ready-to-be-served breakfasts, lunches and dinners. You

you need it. Seven eleven pride themselves in using natural ingredients. There

won’t find any sell-by dates on our fresh sandwiches and salads. We don’t sell

are no more sell-by dates. “It’s always open, it’s always fresh.” Seven Eleven is

factory stuff. We offer food to charity at the end of each day rather than keep it .

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.

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.Branding Identity / Seven Eleven

Client Base

The former client base were middle-class, high school educated suburbanites.

.05 CUSTOMER OF SEVEN ELEVEN. Back then. The average â&#x20AC;&#x153;Beforeâ&#x20AC;? 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.

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Our new customer base is younger, smarter and healthier.

.06 CUSTOMER OF SEVEN ELEVEN. The new Seven Eleven. The new customer of Seven Eleven is demographically younger (22-35

Our new clientele is more health conscious and pays attention to the food they

years old), more health and environment conscious and more educated.

consume from the nutritional perspective. We value and respect this. Our food is

Our new customer has college education and works on building a career or

now made daily and if not sold, it is donated to charity. There are no more sell-by

already had a successful career built for themselves. Because the new Seven

dates at Seven Eleven. And because Seven Eleven support sustainable living, we

Eleven is making a switch to functioning better in urban environment, most of

have opened doors on 30 new hostels, all located in city centers nationwide. We

our customers are now city dwellers. They often donâ&#x20AC;&#x2122;t own their own cars, that

hope you enjoy your stay in them.

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.

Client Base

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price

Panera Au Bon Pain Eat 7 Eleven Quiznos

low

quality Subway

Shell

7 Eleven Fast Mart Go-Mart

Before

Am Pm

low

After

.07 QUALITY & COST. What was our position in the market? Seven Eleven of the bast was albeit cheap, but let’s be frank not a healthy option.

Now our food has no preservatives or any other unnatural ingredients. If it’s

All the food option were pre-packaged and not even made that day. Most of the

on the label, you can understand it. Moreover, we have no more sell-by dates.

food was processed with added chemicals and preservatives.

Everything’s fresh. And impeccable service goes without saying.

.31 everywhere

7 Eleven Panera

Shell

Au Bon Pain Subway

Starbucks Pret

Am Pm

Eat Caribou Quiznos

low

fresh 7 Eleven

Before

nowhere

After

.08 LOCATIONS & FRESHNESS. How do we do now? Because we always placed convenience as our priority, the food was always

Our food is always fresh. But probably just a moment before you walk in the door,

there. At the expense of its quality, unfortunately. We had 3,300 locations but

as most of our locations now have small kitchenettes for food preparation. What

those will be reduced, as we want to place more emphasis on serving in a more

doesnâ&#x20AC;&#x2122;t sell is we donate to local charities. That very same day.

sustainable way. That means moving our locations to city centers.

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The New Logo

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pry, It’s sistic, m optiheerfuolu c h at d o y k ? W

thin

THE NEW LOGO “A Burst of Energy. “ 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.

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x 1/8 x

.09 ANATOMY OF THE LOGO. How it all lines up. 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.

The New Logo

SIGN

Seven Eleven.

.10 THE SIGNATURE. Its parts. Our signatures are the most prominent expression of the Seven Eleven brand. Thatâ&#x20AC;&#x2122;s why itâ&#x20AC;&#x2122;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.

LOGOTYPE

SIGNATURE

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Seven Eleven. Always Fresh. Always Open. 1/2 x

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LOGOTYPE & SYMBOL. Alternative versions of the Logo. Signature

Collective Signature

Our signatures are the most prominent expression of the Seven Eleven brand.

This signature consists of the wordmark without a descriptor . In all communication

Thatâ&#x20AC;&#x2122;s why itâ&#x20AC;&#x2122;s vitally important to use them correctly and consistently. Each

material, the logotype should always be clearly visible and of adequate size. For

signature is a piece of custom-designed artwork. For every signature, use only

the best possible effect, the position of the logotype varies depending on the

approved artwork downloaded from sevenelevenbrand.com

media. Use the examples below as guidelines. The Seven Eleven produces a vast

Operating Company Signatures

array of brochures and other printed matter on lots of markets. It is important

Each Seven Eleven operating company has its own signature, consisting of two elements: the Seven Eleven wordmark and the operating company descriptor.

that they give a consistent impression, and that the reader clearly and instantly can identify the brand.

The New Logo

Seven Eleven.

Always Fresh. Always Open.

Seven Eleven. Always Fresh. Always Open.

1/2 x

Seven Eleven.

Always Fresh. Always Open.

Seven Eleven. Always Fresh. Always Open.

1/2 x

Seven Eleven.

Seven Eleven. Always Fresh. Always Open.

Seven Eleven.

Seven Eleven. Always Fresh. Always Open.

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We Have Daily Specials. Monday Tex Mex Rolls Tuesday Spicy Soups Wednesday Pizzas Thursday Vegan Menu Friday Seafood Stews Saturday Waffles Sunday Five Omelettes

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The New Logo

.12 DO’S AND DONT’S Respect our Logo and let it stand out. 01 SPACE AROUND THE LOGO Logo should always be placed on a single-colored background (preferably white). Give it some space to breathe.

02 POSITIONING The logo should always be placed upright (never rotated, tilted or reflected.

03 BEHIND THE LOGO Never place any patterns behind the logo

04 NO ADDING STUFF Never 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 Photoshop treatment. Period.

06 NO NOTICEABLY PRONOUNCED TEXTURES UNDERNEATH THE LOGO The 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.

07 NO PHOTOGRAPHY UNDERNEATH THE LOGO We 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 LOGO Just don’t do it. In special instances, the Seven in the logo may be outlined, but that is only if the background 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.

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We love Cuisines of the World. Indian Mondays Mexican Tuesdays Thai Wednesdays Italian Thursdays German Fridays Japanese Saturdays French Sundays

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.13 SIGNATURES AND LOGOTYPE. How to use it on stationery. The signature and address should appear at the end of all communication

There is an exclusion zone, half the “7” symbol wide. In this zone there should be no graphic

pieces. On printed material, it is displayed most commonly on the back cover.

elements other than the background. The distance between the symbol and the logotype is

In print application, the logo or signature must appear with parent line (if

one x of the value of the symbol. The information is always aligned flush left with the signature

applicable), address, telephone, fax, e-mail and Web address and production

as shown below. The typeface used for this information is Gotham Bold and Book. If two ad-

codes (copyright date, printing location and stock code).

dresses are required, they should be aligned horizontally.

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.

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Always use these signature configurations. Artwork for Seven Eleven signatures can be downloaded from sevenelevenbrand.com.

.14 SIGNATURES AND LOGOTYPE. Logo Sub-Categories. The logotype is a typographic descriptor which includes the name of the company

cover. In print application, the logo or signature must appear with parent line

and slogan. For logotype “seven eleven” portion Gotham HTF Black is always

(if applicable), address, telephone, fax, e-mail and Web address and production

used, for the slogan “Always Open. Always Fresh.” Archer Light Italics is used.

codes (copyright date, printing location and stock code). Whenever possible,

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

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.

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Seven Eleven.

Citygo Bike Rent

Café

Catering

Newsprint

CreditPass

Kids

USE SEVEN ELEVEN GRASS GREEN

OR SEVEN ELEVEN EARTH BROWN

OR SEVEN ELEVEN OCEAN BLUE

see color on page 46

Seven Eleven.

Kids

Catering CIRCLED LOGO

to be used on packaging and store fronts

Café

CreditPass

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.

Newsprint

Citygo Bike Rent

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.Branding Identity / Seven Eleven

.15 THE CHOICE OF TYPEFACES. How to use them? .01

Archer is a slab serif typeface designed in 2001 by Hoefler & Frere-Jones. The

As a leaner version of Gotham, its focus as a truly American typeface is unmistak-

face is unique for combining the geometric structure of twentieth century

able. According to David Dunlap of the New York Times, Gotham lettering that

European slab-serifs but imbuing the face with a domestic, less strident tone

dominated the street scape from the 1930’s through the 1960’s.” Unlike other sans

of voice. We feel typeface represents the friendliness, wholesomeness and

serif typefaces, it’s not German, it’s not French, it’s not Swiss. It’s very American.”

healthfulness the new Seven Eleven would like to represent. It is used in the

We pride ourselves in being a friendly, quick and convenient business, while

slogan—Always Fresh. Always Open.

offering food and other products of the highest quality and standards. We

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

.02

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.

stand by these values and we feel Gotham Narrow as a truly American typeface represents them accurately visually.

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Gotham

Light

Book

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*@0123456789

Gotham Narrow

Light

Book

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*@0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*@0123456789

Archer

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Visualizing Our Brand

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ht, Brigand rful ic cheeptimisvtice is o th e s e r g o o d . And qually e

Visualizing our brand. â&#x20AC;&#x153;A natural feel suits us. â&#x20AC;&#x153; 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.

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Ocean

RGB CMYK HEX

139 225 204

RGB CMYK HEX

139 225 204

Stone

8BE1CC

RGB CMYK HEX

Cream

15 74

3B380F

15 74

RGB CMYK HEX

224 222

168

RGB CMYK HEX

224 222

168

Grass

E0DEA8

RGB CMYK HEX

117

191

RGB CMYK HEX

117

191

Earth

B1BF0A

RGB CMYK HEX

151 153

RGB CMYK HEX

151 153

979914

Note: The orange color is to be used on packing for products.

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.16 OUR COLOR SCHEME. Fresh, natural and optimistic feel Our 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 colorsâ&#x20AC;&#x201D;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 Elevenâ&#x20AC;&#x2122;s packaging and on store fronts if it is necessary.

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Visualizing Our Brand

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New Customers

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ger,, r Youn rthe sma lthier. hea ers are

om us cu s t scio New lth-con rban . a u e e h mor and

Who shops here now? “Healthier and smarter. “ 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.

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â&#x20AC;&#x153;How was Jonas today?â&#x20AC;?

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.

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“Man, that was awesome!”

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

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“That is so rad!”

.Branding Identity / Seven Eleven

Adriana Pérez, Yoga Instructor / 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.

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“Double tall latte, please.”

Ben Chung, Business Owner / 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.

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“You had a soccer match?”

Melissa Gordon, Business Woman / 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.

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“Dinner’s ready, boys!”

Maggie Robinson, Full-Time Mom / 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.

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Brand Extensions

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ing Helpstay youalthy. he kes

ly ta ks . it on c And a few cli

How our brand extends. “Beyond the store. “ 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.

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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.

Brand Extensions

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Below left: For customers on the go with access to a smart phone there is now a free application available that letâ&#x20AC;&#x2122;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

Brand Extensions

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.

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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.

Brand Extensions

Above: Most of our bigger stores now include a CafĂŠ with freshly baked pastries, wonderful coffee and scrumptious sandwiches. The menu is updated daily with new, unexpected items added every day.

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Above: The Seven Eleven CafĂŠ 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 cafĂŠ section as well.

Brand Extenstions

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.

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.02 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.

Brand Extensions

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.04 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.

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Good morning to you on the street!

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.

Brand Extensions

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Above: In order to support sustainable development we have made a remarkable 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.

Brand Extensions

Above: The signage on our flagship store on 345 Mission Street, San Francisco. Right: Outdoor seating in our flagship store in San Francisco. our stores feature attractive black boards displayed in front Right below:Above: IndoorAll seating area now in our largest store in Chicago. 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.

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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.

Brand Extensions

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Brand Extensions

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We have now hired the 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

the junk food culture by showing schools they could serve healthy, cost-efficient

at the cost of your own health. That is why we have partnered with Jamie Oliver.

meals that kids enjoyed eating. He has also written columns for The Times. A

We’ve always liked Jamie Oliver. Needless to say, he is not only a brilliant chef but

great proponent of fresh organic foods, Oliver was named the most influential

also a person who shares our ideals of wholesome yet quick and affordable eating.

person in the UK hospitality industry when he topped the inaugural Caterer

Jamie will introduce a new line of Organic sandwiches, soups, pastries, salads and

Search 100 in May 2005. The list placed Oliver higher than Sir Francis Mackay,

fruit and veggie drinks. So who is Jamie Oliver?

the then-chairman of the contract catering giant, Compass Group, which 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

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.

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.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.

Brand Extens3ions

Above: Seven Eleven employees now enjoy free fabulous and stylish aprons that they get to put on whenever theyâ&#x20AC;&#x2122;re at work.

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