Already legendary for their iconic Big Gulp and Slurpee drinks, 7-Eleven turned to Phoenix Creative to expand the visual identity for their newest hot food offering, Big Bite Pizza.

Phoenix applied its keen familiarity with the shopper mindset and unique challenges of the convenience store retail environment to develop a distinctive visual presence for the new pizza offering which was utilized across all signage and promotional pieces at 7-Eleven locations in a dominating store takeover launch event.

The store takeover elements Phoenix created for Big Bite Pizza not only helped build buzz during the initial product rollout but became a part of the visual DNA for the new pizza brand, helping it stand out in the crowded convenience store environment, draw shopper attention, encourage trial, and drive repeat purchases on a daily basis.