By updating the design of the coffee concept, Swedish 7-Eleven wantedto move customer perceptions towards the more modern and urban. The coffee experience is characterised by speed and easy access, and a sense of micropause. Choices of colours, materials and details were made to balance a quick buying process with a comfortable coffee break. Communication and signage were designed to enable easy, as well as inspiring wayfinding and product selection. Cups, bags and packaging were developed where the iconic stripes have been used as starting points for treatments of each identity carrier.
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