7-Eleven Launches Brand Repositioning

7-Eleven Inc. (Dallas) is rolling out a new brand design, featuring a new logo and a store design that will attempt to emphasize healthier living.

The refresh of the C-store pioneer’s more than 50,000 retail locations was created by WD Partners (Dublin, Ohio) “to better capture the millennial and female demographics.”

The interior design is being called an attempt to distance itself from its unhealthy image as a purveyor of cigarettes, sugar and grease. “Gone are the dusty, crusty red and green stripes that have been ubiquitous in 7-Elevens for decades,” said WD in a statement. “Instead, the new store interiors have granite flooring, white tiles, green furniture and clearly marked stations labeled in a serif black plain font.”

The 43-year-old logo has been replaced by a new one that keeps the red and orange “7” but nestles a lowercase “eleven” into its curved back, all on a black background. On smaller signs and other brand identities, the “eleven” is written across the “7,” but on a brighter green background than before, without any white.