After 43 years, 7-Eleven has a new look and logo.

This was the look of 7-Eleven before. What a dump, huh?

The new design by WD Partners out of Ohio emphasizes healthier, cleaner living.

The new design is meant to cater to "millennial and female demographics."

Gone are the red-and-green stripes that marked the interior of 7-Elevens previously: now, it looks almost like a Whole Foods.

The new 7-Eleven will try to get you to buy an apple instead of a garbage bag full of nachos.

But obviously, they'll still sell Big Gulps.

The new 7-Eleven is trying to put an emphasis on freshly made foods.

Will 7-Eleven's new look change its popular perception?

Co.Design

7-11 Rebrands To Target Health-Conscious Millennials

From Big Gulp to Big Salad: the world's largest chain of convenience stores is trying a fresh approach to its brand.

Fetid with grease, a wrinkled hotdog rotating endlessly underneath a dessicating heat lamp. The slime green nozzle of a Slurpee machine, clenching and then heaving its bowels into the bottomless maw of a Big Gulp. Sound familiar? All of these iconic hallmarks of the 7-Eleven experience might soon be a thing of the past, thanks to a new store redesign that attempts to emphasize healthier living.

The refresh--which will eventually see a new logo and new look come to 7-Eleven's 50,000+ retail stores--was created by Dublin, Ohio-based WD Partners, who were tasked to "reposition and rejuvenate [7-Eleven]'s stores in order to better capture the millennial and female demographics." As opposed to the truck drivers, old ladies in housecoats, and kids on BMX bikes who were, perhaps, 7-Eleven's previous target demographics.

What does that mean? For one, a new logo. The old 7-Eleven logo is 43 years old at this point, and looks more at home on an exhaust-blackened sign on a freeway rest stop than in a cosmopolitan city. That's changed. On storefronts, the new logo keeps the red and orange "7" of the old logo but nestles a lowercase "eleven" into its curved back, all on a classy new black background. On smaller signs and other brand identities, the "eleven" is written across the "7," but on a brighter green background than before, without any white.

As for the store interiors? 7-Eleven looks like it's trying to distance itself from its unhealthy image as a purveyor of cigarettes, sugar, and grease. The new stores have an almost Whole Foods style vibe--or, if you've ever been in Japan, Famima!--with a layout and signage strategy that attempts to highlight healthier snacks and freshly made food over microwaveable nachos and sodas the size of a toddler's torso.

This healthier (and, dare we say, much cleaner) focus extends itself to the overall design of the stores. Gone are the dusty, crusty red and green stripes that have been ubiquitous in 7-Elevens for decades. Instead, the new store interiors have granite flooring, white tiles, green furniture, and clearly marked stations labeled in a serif black plain font with twee, onomatopoeic signage, such as "Sip. Sip. Sip." hanging above the coffee decanters.

That's not to say that 7-Eleven is wholly turning its back on the past. Pay attention, and you'll notice from the photos that there's still a pour-your-own Big Gulp station underneath a sign reading: "Slurp. Slurp. Gulp." Nothing like transcribing the sounds of someone noisily chugging 1.2 liters of frozen gelatin syrup in 16-inch-tall cups to really appeal to healthy-living millennials, is there?

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18 Comments

  • Dee Baig

    It is good to know that company is giving consideration to health conscious customers. Trend these days is changing as people are consuming more vegetables and fruits. MacDonald’s has recently introduced its vegetarian burger in Canada. More and more people are becoming aware that fruits and vegetables are good source of wide variety of vitamins.

    DbaiG
    Bolee.com

  • Colin P. Müller

    You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....You don't win friends with salad....

  • Yasmin

    Whoa, this rebranding campaign is spectacular. As an aspiring "healthy-living" millennial, this is right up my alley :) Thank you for this article!

  • justinTimeAgain

    ... and there was much rejoicing among the transients who frequent the step to the Shrine of 7-11.

    I've reached a point where I avoid 7-11 now because the transient population finds a comfortable home outside of all the 7-11s. I've grown tired of the hecklers and pan handlers.

  • Carlotta Mast

    While it's never a bad thing to see large retail chains try to add healthier options to their stores, this move by 7-Eleven feels inauthentic to say the least. The company is definitely trying to profit off of growing awareness of and interest in health and wellness, but compare the 7-Eleven effort to what Lisa Sedlar is doing with her new healthy convenience store Green Zebra Grocery in Oregon, and you can quickly see the difference authenticity makes and why stilted marketing toward females and millennials doesn't work.

    Read about Green Zebra Grocery here: http://newhope360.com/news-amp...

  • Jody Mason

    I would like to see 7-11 commit even further than just surface-level redesign and new inventory. Are their employees now more health-conscious? Is this a short-term effort to increase sales, but if it doesn't work they'll staunch the investment flow? I find it inauthentic and gimmicky, similar to Campbell's Soup pouches "designed" for millennials on the go. Most convenience stores now offer healthier options than in the past, but if 7-11 is trying to compete for "healthy millennials and women" it needs to go further than logo and construction overhaul.

  • Colin P. Müller

    oh shut up. life is too short for this crap. I fyou want to eat healthy, you dont need 7/11 to do it.

  • Ron Wilder

    Completely agreed. In Japan, there's no stigma attached to 7-11 (where they're now based) or any other convenience store because the food they sell is cheap and convenient but actually healthy, natural, traditional and delicious. While obviously I'm not advocating that they sell a bunch of Japanese food, they clearly need to work on their actual inventory if they want to reach younger and more affluent urban residents.

  • ohnonononono

    Do they actually sell fresh food though? In NYC there's concern that 7-11s are putting local delis out of business. The problem is that fresh prepared food is labor-intensive and goes bad, so therefore it’s not profitable. The local delis that 7-11s are replacing will
    make you a sandwich to-order, while 7-11 only has hot food that sits under a heat lamp/metal rollers all day and sandwiches in plastic wrap that have funky
    preservatives in them to keep for even longer. Nobody will make you food in a 7-11, you take what's been sitting there. Gross. Is this different in Japan? Why?

  • Tamagawa_D9

    This is kinda embarrassing, but Japanese convenience store (conbini) food has been a main staple of my diet for the past decade. I don't cook and there are freshly made meals available 24/7, so it's easy to just walk in and grab something fresh and healthy. I haven't been to an American 711 before, but I assume if I tried doing the same thing in the states I'd have died from malnutrition/obesity-relate illness years ago.