For the relaunch of 7-Eleven Canada’s Crispy Classic Chicken, I was commissioned to develop the entire visual identity for the campaign immediately after our Vancouver team wrapped up filming and producing the campaign materials. The goal was to refresh the perception of this product line—which includes sandwiches, chicken pieces, and other fried chicken options—and position it as a standout offering in the market.
The project began with creating the product’s lockup with the tagline Sev’s Juiciest Secret, modernizing its design to make it more relevant and appealing. As part of the process, I also had the opportunity to have fun with fonts by creatively tweaking 7-Eleven’s official typeface. This intervention gave the typography a unique character that perfectly aligned with the fresh and appetizing tone of the campaign.
Every element, from colours to motion, was carefully crafted to capture the audience’s attention and highlight Crispy Classic Chicken’s quality and flavour. The result was a visually striking campaign that effectively connected with consumers and revitalized the image of this iconic product.