To modernize its iconic convenience experience while staying true to its heritage, 7-Eleven is undergoing a strategic rebrand that positions the brand as not just a convenience store, but a daily lifestyle destination. The rebrand aims to refresh visual identity elements—introducing a cleaner, more contemporary logo, streamlined signage, and a mobile-first digital interface—while also redesigning store layouts to reflect faster, more intuitive customer flows. Product offerings will expand to emphasize healthier on-the-go options, premium coffee, and locally curated goods. The new tagline, "TAKE IT TO ELEVEn," signals 7-Eleven's commitment to innovating for the next generation of time-conscious, digitally engaged consumers. This rebrand leverages both UX and service design principles to align the in-store, app, and delivery experience into a cohesive, user-centered journey.
