Slurpee Rebrand

Campaign Redesign

Slurpee sought to reintroduce its mouthwatering brand to Gen Z consumers without alienating its loyal fanbase. To do this, we leaned into what the brand is best known for vibrant, electric colors, a look so refreshing you can taste it, and a hefty dose of youth culture. Starting with the logo, we overhauled the brand’s visual identity, opting for a tasty S monogram resembling a freshly poured dollop of Slurpee. A proprietary typeface was developed to give them an augmented dynamic character as well as a new mascot who embodies the mischievous child in us all, giving 7-Eleven added flexibility and a vibe of everlasting flow.