brief
Re-position (extend) the 7-select line, 7-Eleven's food line, as a healthy & convenient brand for the US market through Visual Identity and Packaging Design development to appeal to a younger target market.
everyday 07
The final name choice to switch from 7- Eleven's brand called 7-select, to everyday 07 speaks to the ritualistic nature that 7-Eleven has. The brand is healthy and convenient. So much so that it is part of your everyday, 07 days a week. The 7 from everyday 07 is taken from the 7 in Seven-Eleven. The same negative space within the 7 is repeated in the 0 to visually emphasize the brand relationship.
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