SEVEN ELEVEN

.1

Seven Eleven.Always Fresh. Always Open.

.2 .Branding Identity / Seven Eleven

Email: [email protected]

Phone: (510) 350-7313

Typefaces: Archer, Gotham HTF, Gotham Narrow

Software: Adobe Suite

Photos: Denisa Trenkle, Flickr

Student: Denisa Trenkle

Instructor: Hunter L. Wimmer

Course: Nature of Identity

Objective: Rebrand Seven Eleven

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.5Table of Contents

Contents And Ingredients

Photography

Now and Then

Introduction

Company History

Seven Eleven’s Customers

The New Logo

Typographic standards

Future of the Brand

Brand Extensions

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.7Introduction

Real food for real life.

That’s our

promise

to you.

No more sell-by

dates. Only real

food for real life.

Yes, we know you don’t want nachos for dinner. We also

know Monday is not the pizza night, even though you’re

working late. Don’t worry, we’ve got you covered.

.9

We are Wholesome.

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We are Wholesome.We are Quick.

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We are Wholesome.We are Fresh.

.15

Slurpees

and Nachos

no more.

How about a Thai

chicken soup and a

bento box to go?

Quick and convenient? Check. Wholesome? Check. Organic?

Check. Shabby, neony and uninviting, that’s the Seven Eleven of

the past. We’ve gone through a major makeover and we want

you to know about it. We thought to ourselves: why could not

the convenience be paired with wholesomeness? Well now it is.

INTRODUCTION “Different kind of Seven Eleven. “


Today, over 3,300 U.S. stores are operated by franchisees who are dedicated

to giving Seven Eleven customers ‘what they want, when they want it’ by

providing a reliable, fresh assortment of high-quality products, speedy

transactions, everyday fair prices and a clean, safe and friendly environment

in which to shop.”

History

Founded: 1927 Franchising since: 1964

Seven Eleven’s origins date back to 1927, when an employee of the Southland

Ice Company in Dallas, Texas, began selling milk, bread and eggs in addition

to the ice blocks. That employee, Joe C. Thomtpson, eventually bought the

Southland Ice Company, turned it into the Southland Corporation, and began

opening convenience stores. The first stores went by the name Tote’m, since

customers “toted” away their purchases, but in 1946, when the stores’ hours

were extended—from 7 a.m. to 11 p.m. they got a new name.

The brand name Seven Eleven is now part of an international chain of

convenience stores, operating under Seven Eleven Japan Co., Ltd, primarily

operating as a franchise. It is the largest chain store with more than 36,842

outlets operating around the world, surpassing the previous record-holder

McDonald’s Corporation in 2007 by approximately 1,000 retail stores. Its

stores are located in eighteen countries, with its largest markets being Japan,

the United States, Canada, the Philippines, Hong Kong, Taiwan, Malaysia

and Thailand. On a per-capita basis, Norway for example has one 7-11 for

every 47,000 Norwegians, versus for example Canada which has one for

every 74,000 Canadians. Among Seven Eleven’s offerings are private label

products, including Slurpee, a partially frozen beverage introduced in 1967,

and the Big Gulp introduced in 1980 that packaged soft drinks in large cups

ranging in size from 590 ml to 1.8 L (20 to 64 fluid ounces).

.01 HISTORY 1927 to Seven Eleven re-imagined

.17

New Mission Statement:

Seven Eleven creates handmade, natural food, yet makes it conveniently ready

for you when you need it. 7-Eleven prides itself in using natural ingredients and

its unwillingness to compromise on freshness or quality. “No more ”sell-by”

dates. Fresh when you need it.”

7-Eleven is targeting a younger, urban and educated crowd. Seven Eleven don’t

aspire to support the business model of being the “gas-station convenience

store. They recognize that in order to reach the consciousness of the younger

urban crown, the store philosophy needs to change as well. Seven Eleven strives

to become an urban, young and fresh place that offers food of unprecedented

quality at fair prices. A fast food without the fake ingredients and ugly booths.

Seven Eleven is environmentally conscious and all of its packaging will now be

recycled and recyclable. 7-Eleven supports alternative life styles and strives

to accommodate cyclists by providing lockers at each one of its locations. It

strives to offer environment that is aesthetically pleasing and inviting. The

products range from home-made soups, sandwiches with organic ingredients,

milk smoothies, yogurts, granola, salads, etc. 7-Eleven will have its own coffee

corner, with always fresh coffee and freshly baked pastries. 7-Eleven will also

do deliveries and catering. It will have its own line of cups, lunch boxes, bottles

and travel bags, chopsticks, etc. 7-Eleven will offer a credit/e-card that will also

function on city public transportation and to use bike rentals throughout the

city that the company will also operate. It will have its own line of toiletries. It

will operate an internet kiosk in each store. Flower delivery, hostel and DVD

rental are other options for expanding the business of convenience. And

because Seven Eleven would like to transform itself into a pleasant place to be,

it will offer pleasant seating in the coffee corner as well.

.18 .Branding Identity / Seven ElevenTimeline

Seven Eleven’s origins

date back to 1927, when an

employee of the Southland

Ice Company in Dallas, Texas,

began selling milk, bread,

and eggs

1927

The company’s first outlets

were known as Tote’m stores

since customers toted away

their purchases, and some

even sported genuine Alas-

kan totem poles in front.

7-Eleven to reflect the stores’

new, extended hours - 7 a.m.

until 11 p.m., seven days a

week. The company’s corpo-

rate name was changed from

The Southland Corporation to

7-Eleven, Inc. in 1999.

THE HISTORY OF SEVEN ELEVEN. From 1927 to present.

1945

1946

.02

1947Purchase of Texas Public

Utilities makes the company

the largest ice operator in

Texas.

.19History

1963 1971

19991965

Company begins franchising

after being introduced to the

concept through its acquisi-

tion of 100 SpeeDee Marts in

California this same year.

The Slurpee makes its debut

in 7-Eleven stores, which now

number 1,159.

The company’s corporate

name was changed from The

Southland Corporation to

7-Eleven, Inc. in 1999.

Sales reach $1 billion.

Company extends to East

Coast and Canada.

.21Now and then

Beet and

spinach

salad?

With a side of

toasted almonds

and goat cheese.

We care about what our customers want. We have always offered

a remarkably convenient and quick service. With 3,300 shops

worldwide, we continue to strive for the highest quality of service,

now with the ambition of providing the best food, pastries and

coffee in town.

NOW AND THEN. “From nachos to beet and spinach. “


ONLINE

junk food

bad coffee

print

HOME STREET

kwedit

STORE

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In the past, our in-store experience was limited to selling unhealthy ready-made

foods like hotdogs, nachos and burgers. The drink menu offered cheap coffee

and slurpees. The store also sold milk, some ready-made meals and newspapers

and magazines. We focused our attention on customers who drove cars and

resided outside of urban areas. By placing our locations in strip malls and by

highways we unwillingly contributed to sprawl, which is something we’d like to

correct in the future by building stores in more sustainable areas.

SEVEN ELEVEN OF THE PAST. Successes and failures..03

THE OLD.


HOME

STORE ONLINE

STREET

food delivery

gift baskets

catering

lunch kits

recipe books

flower delivery

ATM’s

drink vending machines

food vending machines

bike rental spots

credit card/transit pass

hostel spots

order delivery

weight-loss program

pre-pay food order

iPhone app/iPad app

recipes

fresh meals

coffee shop

wi-fi

movie rental

kids’ corner

pastry line

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WHAT THE BRAND OFFERS NOW. How have we expanded? .04

The new Seven Eleven operates with a different philosophy: making it

convenient for you, but not at the expense of your health. Seven Eleven

create hand-made, natural food, yet makes it conveniently ready for you when

you need it. Seven eleven pride themselves in using natural ingredients. There

are no more sell-by dates. “It’s always open, it’s always fresh.” Seven Eleven is

an urban brand and as such is interested in contributing to making urban life

sustainable and easier. Seven Eleven now offer bike rentals and have partnered

with Zipcar to offer you even more convenient access to their fleet of brand new cars

at the locations that have a parking lot.

As far as our food selection is concerned we now offered ready-made sandwiches,

soups, pies, salads, wraps, sushi and bento boxes, desserts, baked goods and

pastries. We offer ready-to-be-served breakfasts, lunches and dinners. You

won’t find any sell-by dates on our fresh sandwiches and salads. We don’t sell

factory stuff. We offer food to charity at the end of each day rather than keep it .

THE NEW.

.27Client Base

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The former client base were middle-class, high school educated suburbanites.

CUSTOMER OF SEVEN ELEVEN. Back then.

The average “Before” customer of Seven Eleven was a thirty to forty year

old male and female. This was a loyal clientele who sought convenience, quick

and personable service and ready-made meals. However, in the recent years,

the client base seeking such standards has been decreasing in numbers and/or

switching to other, healthier brands.


Our new customer base is younger, smarter and healthier.

CUSTOMER OF SEVEN ELEVEN. The new Seven Eleven..06

The new customer of Seven Eleven is demographically younger (22-35

years old), more health and environment conscious and more educated.

Our new customer has college education and works on building a career or

already had a successful career built for themselves. Because the new Seven

Eleven is making a switch to functioning better in urban environment, most of

our customers are now city dwellers. They often don’t own their own cars, that

is why Seven Eleven has partnered with Bart, Muni, Zipcar and CityGo Bike

Rental to provide a convenient service, housing all of these modes of transportation

under one roof, with one card.

Our new clientele is more health conscious and pays attention to the food they

consume from the nutritional perspective. We value and respect this. Our food is

now made daily and if not sold, it is donated to charity. There are no more sell-by

dates at Seven Eleven. And because Seven Eleven support sustainable living, we

have opened doors on 30 new hostels, all located in city centers nationwide. We

hope you enjoy your stay in them.

.29Client Base

CUSTOMER OF SEVEN ELEVEN. The new Seven Eleven.


QUALITY & COST. What was our position in the market?

price

quality

Go-Mart

Fast Mart

Am Pm

Shell

7 Eleven

Subway

7 Eleven

Quiznoslow

low

Eat

Au Bon Pain

Panera

Seven Eleven of the bast was albeit cheap, but let’s be frank not a healthy option.

All the food option were pre-packaged and not even made that day. Most of the

food was processed with added chemicals and preservatives.

Before

After

Now our food has no preservatives or any other unnatural ingredients. If it’s

on the label, you can understand it. Moreover, we have no more sell-by dates.

Everything’s fresh. And impeccable service goes without saying.

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QUALITY & COST. What was our position in the market? LOCATIONS & FRESHNESS. How do we do now?

Shell

Am Pm

Subway

everywhere

fresh

7 Eleven

Eat

Pret

Panera

Au Bon Pain

Quiznoslow

nowhere

Starbucks

Caribou

7 Eleven

Before

After

Because we always placed convenience as our priority, the food was always

there. At the expense of its quality, unfortunately. We had 3,300 locations but

those will be reduced, as we want to place more emphasis on serving in a more

sustainable way. That means moving our locations to city centers.

Our food is always fresh. But probably just a moment before you walk in the door,

as most of our locations now have small kitchenettes for food preparation. What

doesn’t sell is we donate to local charities. That very same day.

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.33The New Logo

It’s spry,

optimistic,

cheerful

What do you

think?

Our new logo reflects our new, more optimistic and cheerful

personality. Healthier food and drink options mean more

vitality for our customers. Our logo is a celebration of that.

THE NEW LOGO “A Burst of Energy. “


x

1/8 x

ANATOMY OF THE LOGO. How it all lines up. .09

This is our new logo and we hope you like it. It is the primary version and the

preferred one. Always maintain the minimum clear space around the signature

to preserve its integrity and uniqueness. To maintain visual clarity and to provide

maximum impact, the logo must never appear to be linked to or crowded by

copy, photographs or graphic elements.

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Seven Eleven.

SIGN

LOGOTYPE

SIGNATURE

THE SIGNATURE. Its parts. .10

Our signatures are the most prominent expression of the Seven Eleven brand.

That’s why it’s vitally important to use them correctly and consistently. Each

signature is a piece of custom-designed artwork. For every signature, use only

approved artwork downloaded from sevenelevenbrand.com

Operating Company Signatures

Each Seven Eleven operating company has its own signature, consisting of two

elements: the Seven Eleven wordmark and the operating company descriptor.

The New Logo



x1/2 x

LOGOTYPE & SYMBOL. Alternative versions of the Logo.

Signature

Our signatures are the most prominent expression of the Seven Eleven brand.

That’s why it’s vitally important to use them correctly and consistently. Each

signature is a piece of custom-designed artwork. For every signature, use only

approved artwork downloaded from sevenelevenbrand.com

Operating Company Signatures

Each Seven Eleven operating company has its own signature, consisting of two

elements: the Seven Eleven wordmark and the operating company descriptor.

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Collective Signature

This signature consists of the wordmark without a descriptor . In all communication

material, the logotype should always be clearly visible and of adequate size. For

the best possible effect, the position of the logotype varies depending on the

media. Use the examples below as guidelines. The Seven Eleven produces a vast

array of brochures and other printed matter on lots of markets. It is important

that they give a consistent impression, and that the reader clearly and instantly

can identify the brand.

The New Logo .37

Always Fresh.Always Open.


Seven Eleven. Seven Eleven.Always Fresh. Always Open.

Seven Eleven. Seven Eleven.Always Fresh. Always Open.

x1/2 x

Seven Eleven.

Always Fresh.Always Open.


x1/2 x

Seven Eleven.

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We Have Daily Specials.

Monday Tex Mex Rolls

Tuesday Spicy Soups

Wednesday Pizzas

Thursday Vegan Menu

Friday Seafood Stews

Saturday Waffles

Sunday Five Omelettes


.01 .02 .03

.04 .05 .06

.09.08.07

The New Logo .41

03 BEHIND THE LOGONever place any patterns behind the logo

01 SPACE AROUND THE LOGOLogo should always be placed on a single-colored background (preferably white). Give it some space to

breathe.

02 POSITIONINGThe logo should always be placed upright (never rotated, tilted or reflected.

DO’S AND DONT’S Respect our Logo and let it stand out..12

06 NO NOTICEABLY PRONOUNCED TEXTURES UNDERNEATH THE LOGOThe Logo should always be placed on a single-colored background (preferably white). Give it some space to

breathe. If there is a texture placed underneath the logo, it should be very quiet.

04 NO ADDING STUFFNever add any embellishment to the logo, even if you think it would look good. Do not add drop shadows,

emobossing or any other photoshop gimmicks.

05 NO PHOTOSHOP GIMMICKS

As cool as drop-shadows look, never do it. Our logo deserves a better treatment. Steer away from any Photo-

shop treatment. Period.

07 NO PHOTOGRAPHY UNDERNEATH THE LOGOWe at Seven Eleven love bright photography, but not when it’s placed underneath our Logo. If the logo is

placed on a photo, it should always be placed in a way that it doesn’t interact with any of the elements on the

photography and the radius that’s three times the width of the logo should be a single-colored background

(preferably white). Give it some space to breathe. If there is a texture placed underneath the logo, it should

be very quiet.

08 OUTLINING THE LOGOJust don’t do it. In special instances, the Seven in the logo may be outlined, but that is only if the back-

ground is of a similar color. Otherwise, outlining of our trade mark is not allowed. Needless to say, It is

usually quite easy to avoid placing the logo on a similar color background, isn’t it?

09 NO SHAPES UNDERNEATH THE LOGO. EXCEPT FOR A CIRCLE.Circle can only be used on packaging and store fronts. Do not use any other shapes.

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We love Cuisines of the World.

Indian Mondays

Mexican Tuesdays

Thai Wednesdays

Italian Thursdays

German Fridays

Japanese Saturdays

French Sundays


The signature and address should appear at the end of all communication

pieces. On printed material, it is displayed most commonly on the back cover.

In print application, the logo or signature must appear with parent line (if

applicable), address, telephone, fax, e-mail and Web address and production

codes (copyright date, printing location and stock code).

The logotype, symbol and selling line are used in the color Grass Green White

or Earth Brown. If the colors are reversed, they are used in white. Around the

logotype there is an exclusion zone, half the “7” symbol wide. In this zone

there should be no graphic elements other than the background. The distance

between the symbol and the logotype is one x of the value of the symbol.

SIGNATURES AND LOGOTYPE. How to use it on stationery. .13

There is an exclusion zone, half the “7” symbol wide. In this zone there should be no graphic

elements other than the background. The distance between the symbol and the logotype is

one x of the value of the symbol. The information is always aligned flush left with the signature

as shown below. The typeface used for this information is Gotham Bold and Book. If two ad-

dresses are required, they should be aligned horizontally.


Always use these signature configurations. Artwork for Seven Eleven signatures can be downloaded from sevenelevenbrand.com.

The logotype is a typographic descriptor which includes the name of the company

and slogan. For logotype “seven eleven” portion Gotham HTF Black is always

used, for the slogan “Always Open. Always Fresh.” Archer Light Italics is used.

Our company stands out from the crowd, and so does our signature. To create

maximum impact, keep the space around the Seven Eleven signature free from

other text and graphics. The clear space on each side of the signature should

always be equal to or greater than the x-height of the Seven Eleven wordmark.

The signature and address should appear at the end of all communication

pieces. On printed material, it is displayed most commonly on the back

SIGNATURES AND LOGOTYPE. Logo Sub-Categories. .14

cover. In print application, the logo or signature must appear with parent line

(if applicable), address, telephone, fax, e-mail and Web address and production

codes (copyright date, printing location and stock code). Whenever possible,

use these preferred signature configurations. Artwork for all of our signatures

can be downloaded from sevenelevenbrand.com. The colors and names specified

for each operating section of Seven Eleven can be used as backgrounds for

one-color, black and reverse signatures. Only approved artwork should be used;

download it from sevenelevenbrand.com.

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Seven Eleven.Kids

Seven Eleven.Café

Seven Eleven.Newsprint

Seven Eleven.Catering

Seven Eleven.CreditPass

Seven Eleven.Citygo Bike Rent

Seven Eleven.Kids

Seven Eleven.Café

Seven Eleven.Newsprint

Seven Eleven.Catering

Seven Eleven.CreditPass

Seven Eleven.Citygo Bike Rent

OR SEVEN ELEVENOCEAN BLUEsee color on page 46

USE SEVEN ELEVENGRASS GREENsee color on page 46

OR SEVEN ELEVENEARTH BROWNsee color on page 46

Note: Variations of these combinations are an option depending on the color of

background used in a particular setting. For example: The Seven Eleven Kids line

can be used in Grass Green or Earth Brown, depending on the packaging.

CIRCLED LOGOto be used on packagingand store fronts


THE CHOICE OF TYPEFACES. How to use them? .15

Archer is a slab serif typeface designed in 2001 by Hoefler & Frere-Jones. The

face is unique for combining the geometric structure of twentieth century

European slab-serifs but imbuing the face with a domestic, less strident tone

of voice. We feel typeface represents the friendliness, wholesomeness and

healthfulness the new Seven Eleven would like to represent. It is used in the

slogan—Always Fresh. Always Open.

Gotham is a family of geometric sans serif typefaces designed by American

type designers Tobias Frere-Jones and Jesse Ragan in 2000. We feel Gotham

is a perfect typeface to express the youthfulness and freshness of our new

personality. Gotham is used in the logotype of Seven Eleven and throughout the

store on our signage, as well as on billboards and the website.

.01

.02

As a leaner version of Gotham, its focus as a truly American typeface is unmistak-

able. According to David Dunlap of the New York Times, Gotham lettering that

dominated the street scape from the 1930’s through the 1960’s.” Unlike other sans

serif typefaces, it’s not German, it’s not French, it’s not Swiss. It’s very American.”

We pride ourselves in being a friendly, quick and convenient business, while

offering food and other products of the highest quality and standards. We

stand by these values and we feel Gotham Narrow as a truly American typeface

represents them accurately visually.

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Aa Gotham

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789

THE CHOICE OF TYPEFACES. How to use them?

Aa Gotham Narrow

Aa Archer



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789



(.,:;?!@#$%^&*@0123456789

Light Book Bold

Light Book Bold

Visualizing Our Brand .51

Bright,

cheerful and

optimistic

And the service is

equally good.

We had been looking for a common and unified visual direction for

our brand for some time. Now that we have found it we would like

to make sure its particular elements are used with the image of

the brand in mind. Handle with caution.

Visualizing our brand. “A natural feel suits us. “


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Note: The orange color is to be used on packing for products.

Ocean Stone Cream Grass Earth

.53

OUR COLOR SCHEME. Fresh, natural and optimistic feelOur new colors define our new personality. The new color palette is fresh

and natural to reflect the new outlook Seven Eleven has on life, and nutrition

in particular. The logotype, symbol and the tag line will mostly be presented

in two colors—Seven Eleven Grass Green and Seven Eleven Earth Brown. The

Water Blue and Stone Gray are both allowed, but are secondary in this case. If

the colors are reversed, they are used in white, no other light color is allowed.

The orange color is an exception and is to be used in Seven Eleven’s packaging

and on store fronts if it is necessary.

.16

.55Visualizing Our Brand

.57

Our customers come in all shapes, colors and diverse social strata.

Really. However, they have one thing in common—all of them love

wholesome, healthy food and expect superior service at any

time of the day, while living a busy city life. And that is exactly

what we pledge to provide for them.

Who shops here now? “Healthier and smarter. “

Younger,

smarther,

healthier.

New customers are

health-conscious

and more urban.

New Customers


Caitlin Johnson, Single Mom

/ Got pregnant very young.

/ Has a son who attends day care.

/ Is very protective of her child.

/ Eats fast food, but is trying to maintain a healthier lifestyle.

/ Has two jobs.

/ Comes home from her retail job late.

/ Her mother helps her raise her son.

/ Goes to church every Sunday.

“How was Jonas today?” 01

.59

Michael “Mikey” Broderick, Student

/ Drinks Coke and other types of soda every day.

/ Eats lunch in front of the computer.

/ Occasionally gets stoned.

/ Uses the word “dude” about 357 times a day.

/ Occasionally skips class. Whatever.

/ Wears Billabong and other skater/surfer brands.

/ Lives in a dorm.

/ His Mom still does his laundry every other weekend.

/ Basically survives on Mac’n’Cheese

“Man, that was awesome!”02


Adriana Pérez, Yoga Instructor

“That is so rad!” 03

/ Follows health magazines and web sites.

/ Has a busy schedule, but still manages to cook.

/ Constantly works on improving her fitness.

/ Shops at North Face and Whole Foods.

/ Is vegetarian.

/ Drives a Volkswagen and bikes on weekends.

/ Doesn’t believe in marriage.

/ Lives in the Mission District.

.61

Ben Chung, Business Owner

“Double tall latte, please.”04

/ Drinks coffee three times a day.

/ Is extremely busy with building his company.

/ Appreciates fine things in life.

/ Loves to dine out with his wife on weekends.

/ Has two grown kids.

/ Fast food is his guilty pleasure.

/ Every Sunday visits local farmers’ market.

/ Has a town house in a leafy city neighborhood.

/ Drives an Audi.


/ Drinks Starbucks coffee every day.

/ Always lunches in front of her computer.

/ Is very eager to build her career.

/ Often eats “crap” due to lack of time.

/ Wears Ann Taylor and Banana Republic.

/ Her kid’s more attached to babysitter than to her.

/ Has one child and lives in the city.

/ Works in the Financial District.

/ Plays golf on weekends with her girlfriends.

Melissa Gordon, Business Woman

“You had a soccer match?” 05

.63

/ Cooks, vacuums, irons, picks up, drops off, drives.

/ Shops at Safeway and Macy’s.

/ Loves finding great shopping deals.

/ Has wardrobe staples from TJ MAXX and Marshall’s.

/ Has three young kids.

/ Drives an SUV and a Minivan.

/ Takes pride in her household.

/ Spends countless hours cooking and cleaning.

/ Lives outside of the city in the suburbs.

Maggie Robinson, Full-Time Mom

06 “Dinner’s ready, boys!”

.65

We understand our customers have busy lives which don’t always

allow them to whip up a three-course meal to serve to their loved

ones. Seven Eleven is a brand with solutions for busy lifestyles so

you can stay healthy and spend quality time with your family. And

these solutions now extend way beyond your refrigerator.

How our brand extends. “Beyond the store. “

Helping

you stay

healthy.

And it only takes

a few clicks.

Brand Extensions


Log onto www.seveneleven.com

Above: Our customers are more computer savvy than ever and we recognize the need to bring the convenience of our business into their home through the Internet. Our brand new website now allows our customers to shop from home, order a order a delivery or look for their favorite recipes online.

.67Brand Extensions


Below left: For customers on the go with access to a smart phone there is now a free application available that let’s you order your meal, check nutritional fact or see the specials for the day.

Above left: The new Seven Eleven Rewards Program is an extremely convenient way to become a member of CityGo Bike rental program, combining with access to Zipcar.v

.69

Above: Our customers are more computer savvy than ever and we recognize the need to bring the convenience of our business into their home through the Internet. Our brand new web site now allows our customers to shop from home, order a order a delivery or look for their favorite recipes online.

Brand Extensions


Welcome to Seven Eleven. Coffee, anyone?

Above: Our biggest store in San Francisco, on Mission Street. This location seats 60 people, which is unusual for Seven Elevens. However, this is the direction we would like all stores to move in the near future. Seven Eleven is transforming itself from the place of convenience to the place of leisure and healthy life style. We hope our customers respond to this change positively.

.71

Above: Most of our bigger stores now include a Café with freshly baked pastries, wonderful coffee and scrumptious sandwiches. The menu is updated daily with new, unexpected items added every day.

Brand Extensions


Above: The Seven Eleven Café offers fresh pastries, desserts as well as daily baked breads and rolls. Sandwiches are available made fresh or ready-made. A wide selection of teas, coffee and freshly squeezed seasonal juices is located in the café section as well.

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Above: Our spaces have gone through a major makeover. We hoped to create an aesthetic that would reflect our philosophy of healthy, active and wholesome life style. The stores, of course, display the same color palette.

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Top: Our new line of ready-made foods and drinks is packaged in recycled and recyclable materials. The new yogurts are all natural and delicious.

Bottom: Coffees of the world: our brand new coffee selection contains the best beans you will find. We bring our coffee from Colombia, Brazil, Ethiopia and Turkey. Available as whole beans as well as ground.

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Top: Our in-store cutlery is now made of 100% recycled post-consumer materials and is fully compostable. Please use responsibly.

Bottom: We still offer bags. However, if you bring your own, we will donate 1% of your purchase to one of the charities we cooperate with.

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Above: The Seven Eleven CityGo Bike Rental Service is placed in strategic locations across major American cities. The bicycles unlock after swiping your Seven Eleven Rewards Card through the electronic lock. Bicycles can be returned to any CityGo Bike location in the given city.

Good morning to you on the street!

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Above: In order to support sustainable development we have made a re-markable effort to only open locations that are situated in busy and dense city centers. Pictured here is our main San Francisco location on Mission Street with pleasant outdoor seating.

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Above: The signage on our flagship store on 345 Mission Street, San Francisco.

Right: Outdoor seating in our flagship store in San Francisco.Right below: Indoor seating area in our largest store in Chicago.Above: All our stores now feature attractive black boards displayed in front

of the store informing our customers of the current prices as well as our specials. You can, however, find this information displayed inside as well.

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Home Sweet Home

Above: Whether you’re in the mood for kicking back at one of our locations and enjoying a freshly made meal for you or you need to grab a meal in a hurry, we have options for you. And don’t worry about the freshness of our ready-made options: they have probably been made just as you walked in the store. We make the sandwiches in store every day and donate them if they don’t get sold. But we can’t imagine that’d happen. See for yourself.

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We have now hiredthe Naked Chef. He enjoys metaphors.And good food.

Making Friends with Jamie Oliver

Are we idealistic? Maybe. But we believe that convenience does not need to come

at the cost of your own health. That is why we have partnered with Jamie Oliver.

We’ve always liked Jamie Oliver. Needless to say, he is not only a brilliant chef but

also a person who shares our ideals of wholesome yet quick and affordable eating.

Jamie will introduce a new line of Organic sandwiches, soups, pastries, salads and

fruit and veggie drinks. So who is Jamie Oliver?

Oliver conceived and established the Fifteen charity restaurant where he trained

15 disadvantaged young people to work in the hospitality industry. Following the

success of the original restaurant in London, more Fifteens have opened around

the globe: Fifteen Amsterdam opened in December 2004, Fifteen Cornwall in

Newquay opened in May 2006, and Fifteen Melbourne opened in September

2006 with Australian friend and fellow chef Tobie Puttock. Oliver then began a

formal campaign to ban unhealthy food in British schools and get children eating

fresh, tasty, nutritious food instead. Oliver’s efforts to bring radical change to the

school meals system, chronicled in the series “Jamie’s School Dinners”, challenged

the junk food culture by showing schools they could serve healthy, cost-efficient

meals that kids enjoyed eating. He has also written columns for The Times. A

great proponent of fresh organic foods, Oliver was named the most influential

person in the UK hospitality industry when he topped the inaugural Caterer

Search 100 in May 2005. The list placed Oliver higher than Sir Francis Mackay,

the then-chairman of the contract catering giant, Compass Group, which Oliver

had soundly criticized in “Jamie’s School Dinners”. In 2006, he dropped to 2nd on

the list behind fellow celebrity chef Gordon Ramsay. In December 2009 Oliver

was awarded the 2010 TED Prize for his campaigns to “create change on both the

individual and governmental level” in order to “bring attention to the changes

Englanders and now Americans need to make in their lifestyles and diet.” Oliver

is a patron of environmental charity Trees for Cities.

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Above: We have partnered with the “Naked Chef” who helped us create an exciting and adventurous menu, adding exotic words like arugula and radicchio into our gastronomic vocabulary. Moreover, Seven Eleven with Jamie’s help have prepared a series of cook books with brand new recipes Jamie has created for Seven Eleven in particular.

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Above: Seven Eleven employees now enjoy free fabulous and stylish aprons that they get to put on whenever they’re at work.

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SEVEN ELEVEN

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