Convenience store chain 7-Eleven—with the help of design agency BVD—has updated its coffee concept with redesigned coffee cups, napkins and plastic bags.
Taking 7-Eleven’s iconic stripes, the redesign plays on negative spaces—using thin and bold white lines to illustrate the number ‘7’, while the number ‘11’ is illustrated by the store’s signature orange and red lines.
According to BVD, the redesign places emphasis on a “smart and convenient brand experience” and the stripes were the take-off point of their design—giving the store a more “modern and clear branding”.
What do you think of 7-Eleven’s redesign?
[via BVD]