Ditching the outdated '80s design that have made the international convenience store chain so recognizable, the Swedish 7-Eleven stores nevertheless stay true to their roots. Essentially, the classic green, orange and red colors have been remixed to take on a bolder look.
Resurrected by BVD, a creative studio based in Stockholm, the Swedish 7-Eleven stores concentrates on the chain's iconic pinstripe pattern. BVD partner Rikard Ahlberg states, "We used them in a new and more modern way, creating a strong recognizable graphic signal that works in a busy environment."
In addition to the revamped signage and product designs, the Swedish 7-Eleven stores had their interiors re-hauled as well. Introducing a large 'Kaffe' sign above the coffee station as well as deep hunter green walls, counters and fixtures, the stores offer a nice contrast to typical Scandinavian aesthetics.