Contact

We will store your details and use them only for the purpose of responding to your request.

Please read our privacy policy for more information

Careers

Think you'd fit into our team?

Latest Opportunities

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.

The Response

Flavor-coding places emphasis in the ‘Re’ of the Replenish wordmark, and bold typography is used to create impact in the product name and key health benefits (100% daily values, ZERO artificial flavors etc.). A color-coded dashboard also provides quick reference for nutritional content. After the first month of launch, the range was 7-Eleven's most successful comparatively, with new flavors and zero calorie variants now being developed.