# Bold Convenience Store Re-Branding Swedish 7-Eleven Stores Receive an Modern Update by BVD By Meghan Young | Published 2013-01-25 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/swedish-7eleven-stores References: [fastcodesign](http://www.fastcodesign.com/1671683/rebranding-7-eleven-with-a-bold-retro-nostalgic-style) & [bvd.se](http://bvd.se/) Ditching the outdated '80s design that have made the international convenience store chain so recognizable, the Swedish 7-Eleven stores nevertheless stay true to their roots.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](https://www.trendhunter.com/trends/walmart-brand-refresh) 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](https://www.trendhunter.com/trends/scandinavian-aesthetics). ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 45% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Bold Convenience Store Rebranding:** Rebranding classic chains with modern aesthetics is an opportunity for disruption in the convenience store industry. - **Revamping Store Interiors:** Modernizing store interiors is a trend that can be applied to various industries, from retail to hospitality. - **Iconic Remixed Colors:** Remixing iconic brand colors can create a bolder look and signal a fresh perspective in brand identity. ### Sectors Adopting This - **Convenience Store:** Convenience stores can set themselves apart with a modern rebrand, like 7-Eleven in Sweden. - **Retail:** Retail outlets can benefit from an interior redesign that sets them apart from their competitors and align them with current trends. - **Hospitality:** The hospitality industry can reinvent their spaces to appeal to modern consumers, like 7-Eleven's revamped store design in Sweden. ## Related on Trend Hunter - [Freshly Rebranded Frozen Drinks](https://www.trendhunter.com/trends/slurpee.md) - [Rebranded Ice Cream Restaurants](https://www.trendhunter.com/trends/baskin-robbins-redesigned.md) - [Refreshed Colorful Candy Brands](https://www.trendhunter.com/trends/skittles-branding.md) - [Retailer-Branded Holiday Apparel](https://www.trendhunter.com/trends/7-eleven-2.md) - [Youthful Convenience Store Campaigns](https://www.trendhunter.com/trends/rollup-refuel.md) - [Revamped Ice Cream Shops](https://www.trendhunter.com/trends/thats-dazs.md) - [Scandinavian Aesthetics-Forward Shop Designs](https://www.trendhunter.com/trends/scandinavian-aesthetics.md) - [Golf-Themed Convenience Store Collections](https://www.trendhunter.com/trends/the-always-open.md) - [Young Consumer-Focused Store Redesigns](https://www.trendhunter.com/trends/auntie-annes1.md)