Weekly Re-Brand #12: 7-Eleven (Sweden)

Welcome to the Blade Weekly Re-Brand, a place for us to take a quick look at some of the rebranding going on in the world and give a quick impression of what went right and what went wrong.

A bit of a departure from our usual look at re-branding, this week’s new look won’t be seen in Canada any time soon. 7-Eleven Sweden has overhauled their look, with a new retro-infused design that keeps everything we loved about the old 7-Eleven.

The new Swedish 7-Eleven brand.
The new Swedish 7-Eleven brand. Instead of plastering the logo over everything, the corporate colours are reproduced in a simple, elegant stripe pattern.

What was wrong with the old 7-Eleven?
In Canada, 7-Eleven has been associated with gas stations, truck stops, and the dirt/grime that comes with it. This led to an overhauled look some years ago where the stores were painted with white interiors, in an effort to emphasize how clean they were. In Sweden, however, this was not the case, and so they’ve instead focused on promoting their brand’s emphasis on comfort and reliability.

An interior shot of the new 7-Eleven.
An interior shot of the new 7-Eleven.

Does the new version fix the problem?
Oddly, I find the comfortable new design to seem cleaner than its stark-white Canadian counterpart. The cohesiveness of the brand certainly lends itself to this clean image. A failure of the Canadian arm of 7-Eleven is that while its stores often are clean, its branding is often haphazard, thus it doesn’t look as elegant or put together as the Swedish version.

Close-up of the new 7-Eleven coffee cups.
Close-up of the new 7-Eleven coffee cups.

What new problems are introduced?
I have a feeling that this look would never fly in Canada, what with the Canadian 7-Eleven’s penchant for plastering everything (walls, windows, drink cups, point of sale materials) with whatever summer blockbuster they’ve struck a bargain with. For Sweden, this appears to have the makings of big success.

Is it an overall improvement?
I’d have to give an emphatic yes. I would love to see this look come to Canada.

Would you like to see the new 7-Eleven look come to Canada?

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