In a move to refresh the brand and expand its customer base to a younger demographic without alienating the current customers, 7-Eleven looked to develop a new packaging system for the 24/7 Life private label starting with their electronics line. On the brand level, 7-Eleven was looking to shift to a top-of-mind destination from an impulse purchase retailer.
The existing packaging lacked cohesion, engagement, and clarity. Considering there is little to no sales support at shelf, the design needed to be self-navigating and visually appealing to compete with the major players in the category and empower the consumer to inform themselves to make the correct purchase decision.
Developed while working with Mosaic