The latest years the traditional kiosk market has changed significantly. There has been an increased competition from supermarkets and gas stations and at the same time, the consumption habits have changed. The Danes eat less sugar, smoke less and live a healthier life. In order to accommodate the challenging situation 7-Eleven made a repositioning strategy with an increased focus on healthy ready-to-go meals aimed at a quality conscious customer group.
Brief:
To accommodate the increasing demand for healthier convenience food and the shift from a supplier driven product range to a private label, the brief to Bessermachen was to create a design system and a visual platform for 7-Elevens Private Label selection.
Solution:
7-Eleven had been successful in creating a solid portfolio of fresh convenience products that were to be sold under their own label. The design solution should be able to accommodate both private label products as well as products from other suppliers - such as Cofoco and The Protein Kitchen.
The result is a simple and uniform design with 7-Eleven as the clear sender, to strengthen the chains new position. A design that signifies quality and consideration of produce, health and environment. By ensuring a peek through to the product and by using the colour white, the products appear fresh and the brand, credible. It is easy to find something for everyone in the selection - whether you’re looking for great taste or a healthy alternative.