IRVING, Texas -- 7-Eleven’s private-label packaging design has received several industry honors. Designed by Brandimage, the retailer’s Slurpee cups and private-label organic juice and dried-fruit packaging recently received three 2018 American Package Design Awards.
"These awards verify what we knew all along," said Sean Thompson, 7-Eleven senior vice president and chief customer officer. "7-Eleven products have great packaging. We believe strongly that the quality of the packaging outside should reflect the quality of the product on the inside. In both cases, our goal is to offer quality that is superior to the best national brands. Brandimage understands this and continues to raise the bar on their design work for 7-Eleven."
Brandimage redesigned the Slurpee cups last year with a bubble and swirl design, a spin on the cups’ classic pinwheel image. The design emphasizes the individuality of the Slurpee-making process, the company said.
The award-winning dried fruit pouches come in jewel tones with a window giving guests a peek at the fruit inside. The dried-fruit varieties include pineapple, mango, banana chips, fruit medley and chili mango. The packaging for 7-Eleven’s organic juices features a prominent organic banner and imagery of fresh fruit. The juice line comes in Apple, Orange, Mango Strawberry, Fruit Punch, Cranberry juice blend and Lemonade.
7-Eleven's private-brand products have raked in more than 20 awards for their products and packaging over the years, and the private brands experienced double-digit year-over-year sales gains, the company said. 7-Eleven Inc. ranked No. 1 in CSP's2017 Top 202 list of the largest c-store chains in the United States.
The Irving, Texas-based retailer is not alone in the success of its private-label products. About 61% of consumers are purchasing more private-label brands now than they were two years ago, according to retail service provider Daymon’s new Private Brand Intelligence Report. Private-brand sales have increased at eight times the rate of national brands since the beginning of 2017, according to the report.
Click here to see all the 2018 American Package Design Award winners.
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