Visual Identity
Brand Guidelines
Art Direction

Brand refresh for 7-Eleven Australia. This was a large project with a lot of moving parts and multiple stakeholders.

Looking to reposition themselves in the marketplace and improve the perception of their food offerings, a full brand refresh was undertaken. Starting with the new brand platform ‘Wonderfully easier’, the visual ID was stripped down to its bare bones and rebuilt to reflect this sentiment. This included a cleaned up logo lockup, a new typeface with custom glyphs, revamped photography, an expanded colour palette, new outdoor advertising and point of sale templates and a completely new 100+ page brand guideline document.

Work completed at CHEP Network

Out of home advertising

Logo hygiene

Outdoor point of sale: consideration

In-store point of sale: conversion

Brand guideline: selected pages

Brand exploration

© Paul Allworthy 2023
Melbourne, Australia