Client: Southland Corporation (7-Eleven)
Category: Convenience Stores
Scope: logos, branding, food and beverage packaging, signage, photography
Project Objectives: Southland Corporation, the parent company of 7-Eleven®, Slurpee®, World Ovens®, and Deli Central™, was one of the largest accounts ’Berta worked on during her six year tenure in Dallas. From the beginning, ‘Berta was heavily involved with the Southland account: conceptualizing, designing, illustrating and producing work for projects including Slurpee translights, store display signage, food packaging, and cross-promotional programs. ’Berta and the Integer team partnered with the client’s in-house marketing department to drive the creative forward.
![Slurpee mug sign](https://leaveittoberta.com/wp-content/uploads/refillable_sign_pop.jpg)
![7-Eleven travel mug](https://leaveittoberta.com/wp-content/uploads/homepage_work_grid_item_cup.jpg)
![7-Eleven bottle package](https://leaveittoberta.com/wp-content/uploads/711_cafecooler_pack2.jpg)
‘Berta’s Role
While working on the Southland account, ’Berta:
- nurtured a long-term relationship with the client by building trust and camaraderie.
- worked directly with the client-side marketing directors to meet their objectives.
- persuaded the client to update and upgrade the quality of their food photography, creating more appetizing visual images.
- worked closely with the client, ’Berta and the team successfully shaped the visual direction of Southland’s POP (point-of-purchase)—creating a unified theme for each monthly promotional period.
- was as an integral part of the Nexus, then the Integer team, applying the brand identity throughout a wide variety of projects/products, including monthly storage signage kits.
- created original illustrations and art directed photoshoots.
![promotional banners](https://leaveittoberta.com/wp-content/uploads/janstore_signage_pop.jpg)
![plastic cup design](https://leaveittoberta.com/wp-content/uploads/711_fruitcooler_pack.jpg)
Final Results and Deliverables
’Berta’s close working relationship with the agency and client teams resulted in:
- a cohesive and extensive body of POP and store signage that created a high impact in-store environment for customers.
- a cohesive approach to keeping new messages front and center.
- more appealing food and beverage photography styling, which resulted in more compelling visuals to drive sales.
- the establishment of a long and familiar relationship with the client, leading to a successfully coordinated and managed account.
Grilled Food Station Signage
This signage system, reminiscent of the old-fashioned drive-in burger joint, enticed customers to try the variety of hot foods on offer.
![grilled food area signage](https://leaveittoberta.com/wp-content/uploads/grill_signage_pop.jpg)
Hot Soup Station Signage
This signage system worked together to lend a cohesive look to the hot soup section with an illustrated display shelf sign and interchangeable rail strips.
![soup bar sign and railstrips](https://leaveittoberta.com/wp-content/uploads/soup_headerrails_pop.jpg)
Pastry Case Header Card
This signage communicated fresh baked quality through better photography without necessarily having to show a particular product.
![pastry case sign](https://leaveittoberta.com/wp-content/uploads/freshbaked_sign_pop.jpg)
NHL Promotional Sweepstakes Signage
This cross-promotional mug display and gas pump sign were part of a sweepstakes promoting NHL season mugs, each containing a chance to win a Dodge Dakota or other prizes.
![gas pump sign](https://leaveittoberta.com/wp-content/uploads/win_gassign_pop.jpg)
![standing display](https://leaveittoberta.com/wp-content/uploads/win_mugdisplay_pop.jpg)
Slurpee® Machine Signage
Here are several examples of machine flavor cards and translite signs promoting seasonal and specialized Slurpee flavors.
![Slurpee flavor sign](https://leaveittoberta.com/wp-content/uploads/mummy_sign_pop.jpg)
![Slurpee flavor sign](https://leaveittoberta.com/wp-content/uploads/citra_sign_pop.jpg)