Retro rebrand for 7-Eleven

The Swedish arm of 7-Eleven has rebranded itself retro with packaging and store design playing up its postwar identity.

The new look rolled out at the end of last year and focuses on a central element of the chain’s history: its green, red, and orange pinstripes.

The convenience store’s iconic stripes now take centre stage as part of a Modernist twist on packaging.

Stores now feature distinctly Scandinavian green lamps and a giant “Kaffe” sign designed to highlight its coffee credentials.

Sweden was the first European country that the US-based 7-eleven first entered, with a Stockholm store opening over 30 years ago in 1978.

Today it has stores in markets as diverse as Japan, India, and South Korea and bills itself as the world’s largest franchise chain.

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