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Copyright 2017 Irina Gracie Arriola Photography by Irina Gracie Arriola by Instagram by 7-Eleven Facebook Websites www.7-eleven.com.sg The contents of this publication shall not be duplicated, used or disclosed in whole or in part for any purpose without the express written consent of the publisher

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Beauty of

The Convenience

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A place where I can choose 7


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Where friendship blossoms

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Creative Note: 7-Eleven Singapore 2017

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This book is produced for a rebranding project in 2017. The brand that is being introduced in this book is 7-Eleven. 7-Eleven is a globally renowed convenient store chain. This book will focus on the 7-Eleven based in Singapore.

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CONTENTS

Intro ------------------------- 02

Brand story ---------------- 28

Creative Note ------------- 10

Motivation ------------------ 33 (Mission, vision)

Quotes ---------------------- 14 by 7-Eleven customers Comments ----------------- 16 Comments and reviews on social media by 7-Eleven customers Stores ---------------------- 20 7-Eleven stores, Contemporary and classic stores

Brand to People ---------- 36 Customers of 7-Eleven House Brand -------------- 38 7-Eleven product offerings Services -------------------- 40 7-Eleven services Collectibles --------------- 42 Millennials ------------------ 44

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Advancement ------------------ 52 7-Eleven’s new business Logo ------------------------------ 54 Colour Scheme Guidelines Typography --------------------- 58 Tagline --------------------------- 60 Packaging ---------------------- 62 Healthy convenient food ---- 64 Mobile App --------------------- 66 Coffee Talk --------------------- 70 Interior --------------------------- 72 Outro ----------------------------- 74

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QUOTES 7/11 is scattered all around Singapore, and we often forget to show our appreciation for it. Having a snack past midnight is so convenient when you are around 7/11. Em** *** Posting on a personal blog January 18, 2016

Whenever Singapore’s weather is getting on my nerves, i’ll just pop by any stores and just grab a slurpee to cool down. I love mixing the 2 flavors available, they taste great together. Siuy** *** Posting on a personal blog September 24, 2012

7-Eleven is now the store of choice, not just for last minute needs but for a wide ranging lifestyle needs such as exclusive snacks, meals on-the-go, CashCard top-ups and bill payment services. Aud*** ** Posting on a personal blog May 19, 2012

Love this #7elevensg #minigrocery #lockers #singapore #pillows #luggages #techstuff #7eleven @lia***** Posting on Twitter June 5, 2017

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7-11 is located conveniently at many locations in Singapore and because it is 24 hours, it just adds points to the store itself. Sometimes, in the middle of the night, where all supermarkets closed, there is a 7-11 there to your rescue. Ang** *** Posting on a personal blog November 21, 2013

What i really liked about 7-11 is also the services they offer! Top-up service for ez-link cards are available at all 7-11 stores if you do not live near a MRT station and need to top up your card. The service provided by the 7-11 staffs are really good too! It’s always smiles whenever i step into the store. One more plus point is that it is 24 hours, unlike your usual mama shops. oh*** Posting on a personal blog May 19, 2012

I have to say #7elevenRTE meals saved my life especially when your workplace is at a deserted place where a decent meal is a distance away. Now I wish these are selling in the vending machine in the pantry #7elevensg #ReadyToEat #convenientfood #nasilemak wvivienn***** Posting on Instagram May 3, 2017

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COMMENTS

omo

look at this foodieeeee! the new selection for ready to eat meals at 7-11 is to die for and so so delicious! esp the chocolate lave cake omg #7elevensg #7elevenrte @7elevensg @nadyaw***** October 27, 2016

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COMMENTS

Happiness is finding out that 7-eleven in Singapore sells onigiri. #Singapore #asia #7eleven #7elevensg #sg #onigiri #onigiriaction #nasilemak #travelgram #travel #foodstagram #eeeeeats #singaporeeeats @t.liu*** July3, 2017

Quite possibly my most random purchase from @7elevensg @klutzy***** September 12, 2017

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Thanks to this nice cup of coffee. I find one of my long lost friend. Nice hot coffee to drink to start the day. #7elevensg #7cuppamondays @macao***** November 1, 2016

Apple or Grape #slurpee ? #7elevensg #brainfreeze @raun**** April 19, 2017

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STORES

The Metropolis

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7-Eleven is a place where you can pick up a freshly prepared meal, take a seat or even meet friends.

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Classic 7-Eleven stores selling basic needs and contemporary 7-Eleven stores with bigger shop space and seating area.

STORES

The Atrium at Orchard

Fortune Centre

Ngee Ann City Civic Plaza

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Sunshine Plaza

17 Kramat Road

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STORES

Cathay Cineleisure Orchard

Somerset MRT Station

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The Shoppes at Marina Bay Sands

Ibis Hotel

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“Give the customers what they want, when and where they want it.” Joe C. Thompson Jr. 7‑Eleven Founder

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BRAND STORY The first 7-Eleven store opened in Singapore in 1983. Under the simple cause of providing convenience to people around. 7-Eleven has continued to seek out innovative new products and services to provide for their ever-changing customer taste and preference. 7-Eleven is opening more stores to bring convenience closer to its customers.

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BRAND STORY When a gallon of milk cost 56 cents and ice was sold in blocks rather than bags for ice boxes back in 1927, an enterprising Southland Ice Company employee, “Uncle Johnny” Jefferson Green, began offering milk, bread and eggs from the ice house. He quickly saw a need to carry these items for customers who were out of these everyday staples. He sold a lot of these items on Sundays and evenings when grocery stores were closed. Realizing the possibilities of Uncle Johnny’s idea to provide customers what they wanted and when they needed it, Joe C. Thompson, Jr., one of the founders and later president and chairman of The Southland Corporation, began selling the product line at other ice-dock locations. At the time, the company had eight ice plants and 21 retail ice docks. Thus convenience retailing was born. More and more customers caught on to this new idea, and the company increased to 60 Southland-owned retail ice docks within a decade.

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The first 7-Eleven store was opened in 1983 with a franchise license under the Jardine Matheson Group. The license was then acquired by Cold Storage Singapore, a subsidiary of the Dairy Farm Group, in 1989. The Convenient store trend in Singapore was first started by 7-Eleven. The number of 7-Eleven stores in Singapore started to increase since then. Now, 7-Eleven Singapore has 422 stores around the island. Making it hard to miss the orange, green and red colours. Since 1983 till now, 7-Eleven has become a familiar brand to all Singaporeans.

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OUR MISSION

Close and Convenient At 7‑Eleven, our purpose and mission is to make life a little easier for our guests by being where they need us, whenever they need us. From sales associates to franchisees and managers, from fresh-sandwich makers to doughnut bakers, from daily-delivery drivers to department heads – all of us associated with 7‑Eleven are here to ensure that we meet our store guests’ needs with fast, convenient and friendly service and the products they want while on the go.

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OUR VISION

Best Retailer of Convenience

7-Eleven chief executive officer David Goh 34


Being the best at what we do means each 7‑Eleven employee has a chance to brighten someone’s day and make life a little easier, whether it is service with a smile in the store or ensuring we have the freshest food available, day in and day out. That means listening to our customers and changing to meet their changing needs. The products they wanted when we started were pretty simple – milk, eggs and bread. Those items are still available, but they also might include a fresh salad for lunch, chicken wings for a tailgate party, an imported bottle of wine, prepaid iTunes card or a Slurpee® drink in a cool, collectible cup. Whatever the need, we want to be the friendly, convenient, one-stop shop of choice.

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BRAND TO PEOPLE

Ericia Tan, 25 Teacher

So I like the movie cars. When we were young, my sisters and I would go to the 7-Eleven nearest to our house to buy packet stickers. So it became a very exciting experience to go to 7- Eleven to buy Stickers. Cause you wont know what you would get inside.

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Christopher Wee, 27 Sales Executive

After school my friends and I would play basketball together. After the game we would head to the nearest 7-Eleven to buy big gulp (mix all the different flavours together), Slurpee or just a cold drink to quench our thirst after the game. After that we would just hang out with each other untill it is time to head home.

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HOUSE BRAND 01

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01 Original Potato Chips 02 Hainanese Chicken Rice 03 Salmon Tar Tar Onigiri 04 Honey Chicken Leg 05 Chocolate Lava Cake 38

06Egg and Cheese Sandwich 07 Seafood instant noodles 08 Chicken & Egg Muffin 09 Pure Drinking Water


09 Here are some of our house brand items that you can find at our 7-Eleven stores which will be able to satisfy your hunger.

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SERVICES At 7-Eleven, we strive to provide an assortment of essential services that meet our customers’ needs all around the clock. To make your shopping experience an even delightful one, we also accept various payment modes beyond cash, such as NETS, Ezlink and contactless credit card payment. Bill Payments

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Top Up Service

Cash Withdrawal Courier Services

Online Shopping Payment / Collection

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COLLECTORS 02

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7-Eleven collaborates with Saniro and Disney to come up with unique collectibles that can only be found at a the limited period at 7-Eleven stores. Many people collect items that they are strongly attached too. Here are some 7-Eleven collectible that people have collected.

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01.7-Eleven x Winnie The Pooh Music Box 02.7-Eleven Plushie 03.7- Eleven LINE

FRIENDS X Sanrio Characters

Ceramic Mug Collection 04.7-Eleven Sanrio Pentacular Collectibles

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@vanessa****

Posted on Instgram

05.7-Eleven

x Ezlink

Hello Kitty

06.7-Eleven

Mickey Mouse & Friends

Keyrings 07.7-Eleven

Hello Kitty

Tokidoki x

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Brought all my little @7elevensg LuckyPlushies to Japan cause they are so cute (and I like to bring plushies with me when I travel) My favourite has got to be Cheeky Onigiri, I have another one at home too! Im sorry Multi-Tasker Kiosk kena blocked by the rest. #ootd #lookoftheday #lookbook #greyvantravels #7elevensg

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MILLENNIALS

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Millennials 7-Eleven’s definition of people who are “Millennials�, refers to people in their late 30s to early 20s who are both chasing their dreams and leading a busy lifestyle. However, this term may also be applied more broadly to include all those people whose taste are formed by their hectic working lifestyle. Their lifestyle has shaped their taste in a way that allows them to identify the lifestyle suggested by 7-Eleven, regardless of age. Their taste in food, drinks, lifestyle and commercial spaces are clues to understanding the Millennials of Singapore. 45 45


Busy Working Lifestyle

MILLENNIALS

Sharon Lee, 28 Purchasing Executive

A busy day at work has left Sharon with a pile to report that her boss has requested to be on his table after lunch. Instead of having lunch at a hawker center, she has no choice but to find a quick lunch alternative. Sharon decides to head to 7-Eleven for a quick convenient lunch box. She was able to use her lunch time to complete the reports on time. 46


Convenient Food Hello Panda Instant noodles Chun Cui He Milk Tea

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MILLENNIALS

Active Lifestyle

Timothy Foo, 32 Financial Broker

Timothy enjoys an active lifestyle. He would spend his weekends cycling around Singapore. After a day of cycling around in the hot Singapore weather. Timothy looks for a 7-Eleven to buy a cold drink to cool down and a quick snack to replenish his energy to continue cycling back home.

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Sports drink 7 Cuppa Cash Card Nissin instant noodles

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A Wild Night Out

MILLENNIALS

Clair Ong, 25 Student

Clair had a wild night at the club and it is now 3 am. She is exhausted and is looking for a cold drink and some snacks. Clair spots a 7-Eleven and decides to get a cold drink and sandwiches. Before heading home for the night.

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Alcohol Sandwich Cigarettes Japanese Snacks

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ADVANCEMENT

ADVANCEMENT Where to next?

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LOGO

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The store name “7-Eleven” was created in 1946, to reflect the company’s new extended hours, 7:00am to 11:00pm, seven days per week. Afterwards, 7-Eleven introduced its first 24-hour store in the early 1960s, which is now a hallmark of 7-Eleven’s “around-the-clock” operating mode. We made little changes to your favorite convenient store logo. The words 7 and Eleven now seats in a cup. That we are all very familiar with a big gulp or a Slurpee you decide. 54


LOGO COLOUR SCHEME

PMS 165 60% magenta, 100% yellow (0/60/100/0)

PMS 341 100% cyan, 70% yellow, 30% black (100/0/70/30)

PMS 485 100% magenta, 100% yellow (0/100/100/0)

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LOGO GUIDELINES

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There is one version of the 7-Eleven logo. The registration mark [ ÂŽ ] must ALWAYS appear as part of the logo and should be positioned as represented above.The square version is used for ALL applications.The 7-Eleven logo should be reproduced as shown here. When three-color or process printing is not available, the logo may be reproduced in two colors (PMS 341 Green and PMS 485 Red) or in one color (PMS 341 Green).

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Only two-color application.

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Preferred one-color application.

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One-color application for Newsprint.


If logo appears on background other than white, use version with trapline to stop background color. Logo should never be reversed.

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Logo with white trapline. Use only on colored background.

Logo usage on colored background.

Never use a portion of the logo. 7-Eleven must always appear in the square shape.

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When referring to 7-Eleven in copy, always spell out the word “Eleven”. It’s never acceptable to use the following:7-11.

7-11

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7-Eleven 57


TYPOGRAPHY

Typography plays a vital role in tying the brand together both in style and consistency. Museo Sans Rounded is a young font, a playful typeface that speaks to the Millenials. Whereas Helvetica is a classic font that has been around since the 1950s and 60s to pay tribute to 7-Eleven who has been in Singapore since 1983.

MUSEO SANS ROUNDEC Museo Sans Roundec is our secondary typeface used in headlines and call outs.

HELVETICA

Helvetica is our primary typeface used in all communication materials.

With Museo Sans Roundec and Helvetica, there is a nice contrast of x-height and glyph weight.

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MUSEO SANS ROUNDES 900

ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA Light

ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA Regular

ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA Bold

ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 59


TAGLINE

We will be always there for you : When your thirsty for a cold drink or just a drink When your craving an ice cream to chase the Singapore heat away When your unwell and need a thermometer or just some simple medicine When your hungry When you miss your favorite overseas snacks When your feeling peckish and need some fruits or snacks And when you look for us we will be always there for you.

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“ ALWAYS THERE ... “

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PACKAGING 01

Meet our new packaging. Simple packaging with a playful touch of orange, green and red. 01 Carton Drinking Water 02 Front view of Coffee Cup 03 Side view of Coffee Cup 04 Ready to eat meal 05 Sandwich packaging 06 Large paper bag 07 Small paper bag

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HEALTHY CONVENIENT FOOD

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Healthy Food for a Healthy you Bring healthy food closer to you so that you can spend more time with what matters most to you. We understand that taste is very important to you so we have roped in 4 chefs that you are familiar with and who are familiar with what we love to eat. So don’t worry about the food you eat go out a spend time with what matters most to you.

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7 ELEVEN APP We know how much you love shopping at 7-Eleven but hate the queue. We have come up with an added features to our app not only does it collect rewards it does your shopping for you. So say bye bye to queues and enjoy shopping at 7-Eleven to the fullest.

What your phone screen will show when you enter 7-Eleven stores.

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When you leave 7-Eleven, we will tell you what you have bought. Don’t forget to press the check out button.


A little advertisement to show you our latest offering. Press X and your all done paying for your shopping at 7-Eleven.

A little pop up to show how much we appreciate you visiting us at 7-Eleven. 67 67


7 ELEVEN APP What if you’re not holding your phone when your shopping at 7-Eleven? No worries we got you covered.

What your phone screen will show when you enter 7-Eleven stores.

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If you do not press the checkout button within 1 min. Your shopping bill will be automatically charged to your credit card.

A little pop up to show how much we appreciate you visiting us at 7-Eleven. 69 69


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COFFEE TALK

A new place to get coffee We understand how much you enjoy coffee made by the hands of people. So we have decided to go back to where we started. And start selling you coffee made by the hands of people. Yes, you heard it right no more machine coffee. So come on into 7-Eleven and enjoy a cup of our coffee made by the people who love serving you.

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INNER SPACE

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What distinguishes us from other convenient stores bigger shop space and seating area. A new interior space where you would enjoy hanging out at.

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ade,

m My choice


The first 7-Eleven store opened in Singapore in 1983. Under the simple cause of providing convenience to people around. 7-Eleven has continued to seek out innovative new products and services to provide for their ever-changing customer taste and preference.

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7 Eleven Brand Bible  

Irina Arriola Branding Assignment Brand Bible - 7 Eleven

7 Eleven Brand Bible  

Irina Arriola Branding Assignment Brand Bible - 7 Eleven

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