7-Eleven has been positioned in this weird space for awhile, as their branding has changed over the years, but not their logo. Pushing it in this position where they’re known as a place where people need to fuel at all times, no matter what time of day was the point here. No person is the same when it comes to fueling up.
Moodboards and Concepts
I wanted to change the branding of 7-Eleven to keep the same colors they’ve always used, but the stylistic choice was to use the wordmark to change to brand and make it standout apart those colors.
In addition, I made secondary logos to add-on to the idea of fuel, and these can be used in secondary branding, such as products made from 7-Eleven themselves, such as their photo chips or soft drink packaging.
