7-Eleven

7-Eleven commissioned RED Design Group to work on a major initiative called Project Energise, a strategic plan to reinvigorate the business through brand re-positioning, new products and a fresh new format.

RED’s design approach focused on opening up the shopfront and creating strong external sightlines into the stores. The customer is then attracted to focal points denoting major product categories. These include Munch, a new grab ‘n’ go food and drink area, Slurpee, E-Services and refrigerated drinks.

RED developed three store formats to suit different locations and environments: a small CBD store, a medium sized suburban store and a large suburban store with fuel.

Each store has three clear zones: Impulse Fast Track, Food and Grocery. The Impulse Fast Track will lead straight to the sales counter where fast selling, convenience and impulse products such as confectionery and newspapers are found. To the left of the store entrance is the Grocery zone and to the right the Food zone.

Each focal point was developed as a separate concept incorporating standard modular panels, strong graphics and special equipment such as self serve coffee machines, Slurpee dispensers and display cases for hot and cold food.

A new treatment of the famous 7-Eleven “energised” stripe is used on the external signage and shopfront and also as a strong ceiling feature leading the eye from the front door to the sales counter. The new design will be rolled out across the network of 368 stores in New South Wales, Queensland and Victoria.