Stockholm was the location of the convenience mega-chain’s first European location back in 1978. BVD, Stockholm-based studio take on a rebrand of the 7-Eleven stores in Sweden.
BVD decided to focus on 7-Eleven’s 80-year-old graphic identity by amplifying its most distinct elements.
Specifically, the reimaging focuses on 7-Eleven’s green-and-orange pinstripe pattern, which has fallen out of favor in recent years.
“The iconic stripes are the take-off point of our design,” BVD partner Rikard Ahlberg told told Fast Company’s Co.Design website.”We used them in a new and modern way, creating a strong recognizable graphic signal that works in a busy environment.”
Other features of the Swedish rebranding include the resurrection of 7-Eleven’s old Unicode type face, as well as a “mashup” of barcode type and generic Gothic font.
The new Swedish 7-Eleven identity is expected to debut by the end of this year. Nevertheless, the news source said it is unlikely the rebrand will be seen in North America due to differences in both “corporate ownership and consumer sentiment.”