7-Eleven Replenish

The Strategy

Given the dominance of national brands in the sports drink market, 7-Eleven’s decision to launch their very own electrolyte hydration beverage ‘Replenish’ was considered bold and innovative. Equator's strategy was to create a design and name that strongly competes with major players, while broadening the appeal to health and wellness-conscious consumers with a more holistic positioning. Taking performance cues from the category, the design features a focus on flavor and refreshment. Images of the fruit flavor are central, while clear areas of the shrink-sleeve reveal the product, creating a sleek, dynamic silhouette.