I had a great opportunity to redesign 7-Eleven®’s visual identity, a consumer brand that is part of many everyday lives in America. Taking visual cues from 7-Eleven’s history, and leveraging its equality, we revised their brand by updating their logo, colors, typefaces, icons and the 3-colors-stripe system. And we incorporated these elements into their packaging systems, in-store signages, as well as POPs. 

As a result, the updated visual identity creates a very refreshing and cohesive brand present across all media.

Client: 7-11

Agency: Deutsch LA
Production company: Steelhead

Design Director: Adhemas Batista
Design & Art Direction: Desmond Hsu