Our main driving factor is our food photography. It needed to ooze appetite appeal yet still be realistic to the product. We wanted to change the peoples perception of convenient store food and make 7-Eleven a place they would go for a quick, delicious and well priced food. At the end of the day, the overall design system still had to be retail, bold and eye catching at heart.
We wanted to create a design system which could hero food photography and well as be flexible enough to hold copy heavy retail offerings. The design system had to work across many different POS and OOH specs. The modular design system gives us greater flexibility and a more dynamic, distinct and premium aesthetic. By dividing the layout into specific blocks we can create effective designs no matter how restrictive the size of the piece. We can arrange the elements of the comms in multiple ways to ensure each poster looks different, yet still part of a recognisable identity.
