Safari Sunday Puts 7-Eleven's Coffee Cred Centerstage With Brand Update
by Rudy Sanchez on 08/17/2022 | 3 Minute Read
Convenience store chain 7-Eleven has 81,000 locations globally, meaning they serve lots of coffee, and they even claim to have invented the concept of to-go bean juice in 1964.
The brand hasn’t slept on its to-go innovation, adapting to changes in how consumers drink coffee. 7-Eleven kept up with the times by adding new flavors, toppings, syrups, iced coffee, and seasonal offerings, staving off competition from other convenience stores like Circle K and specialty coffee chains such as Starbucks.
7-Eleven recently turned to agency Safari Sundays to refresh its coffee line last year, tasking them with creating a cohesive identity that speaks to the quality and wide range of offerings and customizations. Safari Sundays achieve this by tapping into the brand’s legacy and quality.
Safari Sundays’ comprehensive coffee refresh touches every 7-Eleven product in the category, including on-demand hot and iced beverages, condiment packaging on the bar, in-store dispensers, and pre-packaged beans and tea bags.
The refresh puts 7-Eleven's core visual elements to good use, including the brand’s recognizable logo up front while wrapping the cup in the company’s signature tri-colored bands. Surrounding the logo are the phrases “OG To-Go” and “Since 1964,” highlighting 7-Eleven’s history. Packaging for BIY (Brew It Yourself) pre-packaged tea, beans, and K-cups are graphically crisp with a blend of icons and typography that quickly communicates details in an unmuddled way.
Elsewhere, Safari Sundays elevate 7-Eleven’s caffeinated (or not) offerings with new tap handles that feature a clean visual language. Beverage categories get identified by a single icon at the top of the tap; a bean indicates hot coffee, a leaf for tea drinks, and a snowflake for iced beverages. The handles’ primary colors also communicate the flavors, like browns for coffee, white for iced beverages, green for teas, and black for nitrogenated drinks. They utilize the same color system throughout the refresh, including BIY packaging, machine signage, and coffee dispenser labels.
7-Eleven’s coffee refresh contemporizes the look of one of the brand’s core offerings while paying tribute to its history of java to-go. The positive voice and customer affirmations will resonate with upcoming Gen Z coffee consumers, with a new visual system tying the entire category together thoughtfully and attractively.
Images courtesy of Safari Sundays.