24Seven is a successful chain of convenience stores with 47 stores across Delhi-NCR and Chandigarh.
In 2016, 24Seven were looking to shift focus from FMCGs to introducing their own range of food items in stores. As a result, they wanted to rebrand themselves as a space where customers could get fresh, healthy, and high-quality food from a variety of cuisines at any time of the day or night.
Since 24Seven’s focus was now on their new in-house menu and its round the clock availability, our communication had to reflect the freshness of the products and the care with which they were made.
To this end, we started by defining the packaging for each of the 100+ products that would be available in the new 24Seven store.
We picked a cream colour to serve as the base of all our packaging and signify the organic and home-made nature of the products. To bring out the freshness of the products, we used a bright green colour from the 24Seven logo, that also served as a subliminal reminder of the brand identity.
We also wanted the same care that was going into the preparation of 24Seven’s food to be reflected on this packaging. To this end, we customised the packaging of each item by adding hand-drawn illustrations of the ingredients, as well as blurbs of text unique to each.
Finally, based on our conversations with the 24Seven team, we knew that the communication for the new 24Seven brand had to extend to beyond just the packaging of the food products. That’s why we worked on redesigning the stores’ in-store collateral in line with the new branding – this included the menu, wall décor, tissue paper, wobblers danglers and any other in-store customer touchpoint.
24Seven is ready to launch its revamped stores in January 2017 complete with all new packaging for a brand new menu, new designs for in-store displays, and brand new print collateral for the team’s own internal communication.
Apart from the existing 43 stores in Delhi, 24Seven will also be launching 3 new stores in the Delhi-NCR region featuring the new branding and packaging.