7-Eleven private brands win package design awards

Brandimage, an international brand development agency, recently received three 2018 American Package Design Awards for 7-Eleven private brand products, 7-Eleven just announced. The winning designs include the cup redesign for Slurpee drinks and the package design for two 7-Select private brand product lines: organic juices and dried fruit.

For the Slurpee cups, Brandimage created a colorful bubble and swirl design that was “a universal favorite with all demographic groups during focus group testing,” Irving, Texas-based 7-Eleven stated in a press release. Using the original "pinwheel" graphic, the new Slurpee cup design is “energetic, funky and distinctive,” suggesting the fun, personalizing aspect of Slurpee making and drinking, according to the retailer.

The seven varieties of 7-Select dried fruit come in colorful jewel-tone pouches “with mouth-watering images of fruit and a fruit-shaped window showing the fruit inside of the package,” 7-Eleven added.

"These awards verify what we knew all along. 7-Eleven products have great packaging," said Sean Thompson, 7-Eleven senior vice president and chief customer officer, in a statement. "We believe strongly that the quality of the packaging outside should reflect the quality of the product on the inside. In both cases, our goal is to offer quality that is superior to the best national brands."

In the past four years, 7-Eleven private brand products have won more than 20 national and international awards recognizing both product and packaging excellence, with all packaging designed by Brandimage.

"We're proud to have contributed to the growth of the private brand program and 7-Eleven itself," said Don Childs, Brandimage’s chief creative officer, in a statement.