7-Eleven Gets a Swedish Rebrand

Mike Rankin

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Another week, another rebranding by a major company. This time it’s 7-Eleven convenience stores that will be getting a facelift. The Swedish branch of the company hired design studio BVD to handle the redesign of everything from store interiors down to the napkins. Though the logo and the green, orange, and red company colors remain untouched. Stripes (and lots of them) are the focal elements. The BVD website describes the redesign as an effort to “emphasize a smart and convenient brand experience. The iconic stripes is the take-off point of our design. Modern and clear branding”

At this time there is no plan to export new look to other countries. It would be a major untertaking, as 7-Eleven represents the world’s largest group of convenience stores, with more than 48,000 locations around the world. Apparently, no matter where you go, you’re never too far from a Big Gulp® and some nachos.

While you’re contemplating the new design (and perhaps munching on some taquitos), savor these bits of 7-Eleven trivia:

The convenience store concept was invented in 1927 when an employee for the Southland Ice Company started selling milk, bread, and eggs along with blocks of ice. The concept took off, the company changed its name to 7-Eleven in 1946, and the rest is history.

Since 2005, 7-Eleven has owned by a Japanese parent company, Seven & I Holdings

July 11th (7/11) is the official birthday of the convenience store chain.

Twelve new 7-Eleven locations are opened every day.

The #1 store in the world for Slurpee drink sales is located in Kennewick, Wash.