The Ask: How can 7-Eleven increase brand visibility from rural towns to urban centers by rebranding its coffee to stand out amongst competition like Starbucks, Dunkin’ and premium brands with eye-catching cups in customers’ hands.

The Solution: I designed a custom cup illustrated series of isometric neighborhood scenes, where 7-Eleven is the center of all bustling activity. Cup sizes depict scale of urbanity, from “coffee rush” boom towns to suburban iced coffee swimming pool enclaves to bustling coffee-fueled urban centers. A correlating package system for deli and snack items was further evolved, with desert-themed "Snackaquerque" featuring tortilla wind-surfers on nacho cheese rivers.