Info

Brand development

colour, typography, design system

In 2022, 7-Eleven wanted to disrupt the growing market of ‘club sandwiches’ in Melbourne, Australia. As an already well established 24 hour convenience store, 7-eleven leveraged their equity to offer the next tier of on-the-go hot food with their new sub brand Johnny’s Deli.

Developed as a brand exclusive to 7-Eleven, Johnny’s Deli needed to look and feel different but still live under the master brand of 7-Eleven. 

Identity creation - Maud by Accenture Song
Brand development and campaign - CHEP Network
Deputy Chief Creative Officer - Glen Dickson
Head of Design - Christian Hewitt
Creatives - Jim Coumans and Cam Watson

Social and outdoor campaign

art direction, digital design, print

Once the Johnny’s Deli brand was formed, a social launch campaign was developed to generate hype to Melbournian’s of the new player in tasty toasted sandwiches. Soon after the social campaign was the outdoor launch with more street oriented media buys to be situated in urban areas. This included large and small format placements near public transport and rock posters throughout the Melbourne CBD.