7-Eleven’s Logo Typo That Accidentally Created a Billion-Dollar Brand

Strong brands aren’t just designed. They’re built around a feeling. This started as a client project a couple of years ago. One direction went live, but this route stayed with me. Recently I saw a poster that brought it straight back and made me realise the logotype had more to give if it was treated as a full brand world, not just a direction that stopped early. I initially used the poster as pure inspiration simply to see how the logotype might live in a different context, purely for my own sa