7-Select Dried Fruit

Creative Agency: Brandimage
Client: 7-Eleven
Executive Creative Director: Don Childs
Art Director: Scott Smith
Designer: Tim Binzer
Production Artist: Ree Foltz
Location: USA

7-Eleven was introducing packaged dried fruits to include both sugar infused and natural products. Along with design, there was a need to determine how to best call out the product differences and benefits. The Unsweetened or Natural products truly stand out utilizing a more natural color palette. The individual window silhouettes reinforce the fruit’s shapes in a fun way, while the illustrations and color palette emphasize flavor and real fruit.

The seven varieties of 7-Select dried fruit come in colorful jewel-tone pouches with mouth-watering images of fresh fruit and a fruit-shaped window showing the fruit inside of the package. On-package messages include “no artificial colors and flavors,” “made with real fruit” and “harvested at peak of ripeness.”

Flavors include pineapple, mango, banana chips, fruit medley and chili mango.

Childs added: “We are fortunate to work with a visionary client like 7-Eleven that understands the power of meaningful brand design and the role packaging has in inspiring action and influencing consumers to purchase and repurchase.”

In the last four years, 7-Eleven private brand products have won more than 20 national and international awards recognizing both product and packaging excellence, all designed by Brandimage.