7-Eleven Private Label recognized an unmet need for high-quality, scrumptious, and convenient foods that offer an on-the-go reward for the Millennial consumer. Based on the overarching brand essence of “positively better,” Brandimage created GO!Yum, and its partner brand GO!Smart (better-for-you on the go), part of 7-Select’s growing private label offerings and the first specifically intended to create the “indulgent” convenience category.
GO!Yum elevates taste experience with the aim of surpassing consumers’ expectations of national brands. GO!Yum chocolates are made with premium, indulgent ingredients, including hazelnut ganache, English toffee, sea salt, and rich caramel. The rich, saturated, yet upbeat color palette stands apart on shelf and feels decadent yet modern and cheerful.
GO!Smart products comprise simple, all-natural ingredients with organic sweeteners such as agave and brown rice syrups. The new packaging features a bright, cheerful palette intended to convey simplicity, balance, and natural ingredients.