Red Design Group were commissioned to work on Project Energise, a strategic plan to reinvigorate the business nationally through brand re-positioning, new products, and a new store format.

Three store layouts were developed to suit different locations and environments: a small CBD store, a medium sized suburban store and a large suburban store with fuel. Each layout has three clear zones: Impulse Fast Track, Food, and Grocery. These focal points were developed as separate concepts; incorporating standard modular panels, sharp graphics and special equipment such as self-serve coffee machines, Slurpee dispensers and display cases for hot and cold food.

A new treatment of the famous 7-Eleven “energised” stripe is used on the external signage and shopfront and also as a strong ceiling feature leading the eye from the front door to the sales counter. The new design has been rolled out across the network of 368 stores in New South Wales, Queensland and Victoria.