So my 7-Eleven rebrand went through a lot of changes in the past few weeks and here is the final packaging system for the brand.
Full view attached.
And you can check out the almost full system here.
10 months ago
Ricky, I love the logo. The boldness and humor works really well. Where's the color?
Thanks @Philip Clark. Yeah about the no color...
I've been arguing back and forth with my professor over the last few weeks about putting in color but he was adamant that black and white was the better solution so alas I had to run with that.
ahhh in a perfect world...
Yes, in a perfect world this would work, but we don't have one.. Add some colors to it.
@Ricky Linn - I have to say it looks terrible in black and white, your professor is wrong, you are right. Color would work MUCH better. Excellent work, though, color aside :)
I actually like the B&W. If I think about in the marketplace, it's a wonderful way to differentiate 711 from the Sheetzs and WAWAs of the world. This packaging would never be confused for another convenience store.
While I liked your color studies, they did have a familiarity with other brands. This makes it stand out more.
That said, I wouldn't mind seeing something though. Maybe a richer brown/black and a subtle tone in the paper just to soften it a bit without losing the boldness.
Or, to bring back the colors, but in a different way, you could use the bold black with bright color for some pop. Those colors could be tied to certain product categories...
I love the fact of working in no color just to make sure the basic design itself works... which it does. Now time to have fun, with color ;)
I had the same problem while I was in school. Ultimately, it's your portfolio not there's. I say do what he wants for the grade, and then have a version that you want for your portfolio.
I agree with @Taylor Goad, you should use their signature green color in place of black for your portfolio!
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