In Sweden, 7-Eleven Draws On Its Past For a Bold, Retro Redesign

 by Mark J. Miller


In the United States, 7-Elevens aren’t exactly known for their funky appearance. But in Sweden, convenience-store consumers will be experiencing a completely different aesthetic in 2013 as the brand undergoes a groovy redesign there.
Stockholm was the location of the chain’s first European shop in 1978. Now its Swedish locationsare getting an overhaul that started rolling out in December, using the company’s green and orange color scheme as its foundation in a highly minimalist way.
Green-and-orange striping abound on the chain’s cups, napkins, and bags, while green also adorns store walls, making the environments appear warmer than their antiseptic American counterparts.
As Fast Company'Co.Design blog points out, American 7-Eleven stores have “chosen to tone down the glaring lights and garish colors associated with its gas-station-rest-stop image,” but designers at BVD wanted to “turn up the volume.”
“The iconic stripes are the take-off point of our design,” Rikard Ahlberg, a BVD partner, told Co.Design. “We used them in a new and more modern way, creating a strong recognizable graphic signal that works in a busy environment.”
In addition, BVD brought back the chain's retro typeface, which proudly reminds Swedes of the chain's hallmark "kaffe," extending to the visual overhaul of its Facebook page.
Meanwhile in the U.S., the company has launched a new Brazilian Dark Roast coffee this month and is promoting it with a $1 price each Wednesday through January.

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