Brainfreeze™: A Medical Condition?

POP!
Brainfreeze™: A Medical Condition?
A Southland Corporation Case Study
Brainfreeze : A Medical Condition?
™
Early in ‘Berta’s career, Southland (parent company of 7-Eleven,® Slurpee,®
World Ovens,® and Deli Central™) was one of the largest accounts she worked
on through Nexus (later Integer). Headquartered in Dallas, Southland continues
to be a major client in the market.
From the time she started at Nexus/Integer as a junior designer, ‘Berta was heavily
involved with the Southland account. Throughout her six year tenure in Dallas, she
conceptualized, designed, illustrated and produced work on everything from Slurpee
translights to food packaging. She worked very closely not only with members of her
own team, but also with the client’s inhouse marketing department.
Oh Thank Heaven
As part of the team, she established a successful working relationship with Southland.
Working closely with the client, the team successfully shaped the visual direction of
Southland’s POP—creating a unified theme for each promotional period. This working
relationship resulted in overall guidelines and a cohesive body of POP and store signage
that created a high impact in-store environment for customers. This cohesive approach
kept new messages front and center. In addition, after reviewing their food photography,
the team suggested more appealing styling which resulted in more compelling visuals
to drive sales. Establishing a long and familiar relationship with the client lead to a
successfully coordinated and managed account that could have been a very large
and unwieldy.
Some highlights:
• Nurtured a long-term relationship with the client by building trust
and camaraderie.
• Worked directly with the client-side marketing directors to meet
their objectives.
• Worked as part of the team to create cohesive campaigns.
• Persuaded the client to update and upgrade the quality of their food
photography, creating more appealing visual images.
• Carried the brand identity throughout a wide variety of projects/products.
Signage!
TM
Made with Citra Thirst quenching Citrus Soda
TM
Orange Früt Cooler Vitamin-rich Flavor Fix
TM
POST 12/01/99 PULL 12/31/99
PMS 165, 306, 341 & 286 with lug-on
Client: Southland—7-Eleven®
Project: January storefront banner and window banner
Description: Signage introducing the new vitamin-rich Früt Cooler product line,
which was packed with healthy ingredients for the traditional cold and flu season
Client: Southland—Slurpee®
Project: January Slurpee translight
Purpose: As part of the January signage kit, this sign promoted the Citra™
Slurpee flavor-of-the-month
Signage!
Indicates Live Area
I’ve
I've gotta have
my brainfreeze!
It’s Just Too
Cold to Hold!
SLC3040
Client: Southland—Slurpee®
Project: Halloween Slurpee translite
Purpose: Machine sign promoting the October flavor-of-the-month
It’s Frozen,
It’s Refillable
& It’s Got a
Handle!
NEW! REFILLABLE SLURPEE MUG
2
$
49
PLUS TAX WHERE
APPLICABLE
Refills are 99¢.
At participating stores.
POST 12/01/99 - PULL 01/31/00
Client: Southland—Slurpee®
Project: Refillable Slurpee mug translight
Purpose: Machine sign promoting the new refillable transparent Slurpee mug, and
playing on the theme that drinking a frozen Slurpee too fast gives you a Brainfreeze™
Signage!
CENT
AL
DEL
I
R
OH
EN
™
®
TH
ANK HEA
V
Main Header
Condiment Header
Hot Dog Shroud Insert
Nachos Header
Client: Southland—Deli Central™
Project: Grill program signage
Purpose: This signage program, for use above the grill area in 7-Eleven® stores, included
a variety of signs that worked together as a system to lend a cohesive identity to the grill
foods section. Reminiscent of an old-fashioned drive-in burger joint, the signage was
designed to entice the customer to try the variety of hot foods on offer.
Signage!
®
Perfect Winter
Yummies!
Client: Southland—World Ovens™
Project: Pastry case header signage
Purpose: Seasonal pastry case sign promoting fresh-baked goods
Client: Southland—World Ovens™
Project: Pastry case header signage
Purpose: Pastry case sign promoting fresh-baked goods
Signage!
Quick Lunch!
Quick Lunch!
Quick Lunch!
Just Add Hot Water!
Just Add Hot Water!
Just Add Hot Water!
Fast & Ready to Go!
Fast & Ready to Go!
Fast & Ready to Go!
Client: Southland—Slurpee®
Project: Slurpee flavor card
Purpose: Machine nozzle flavor card promoting the pina colada-flavored Slurpee
Client: Southland—7-Eleven®
Project: Ready-to-Eat soup signage
Purpose: Header signage and rail strips promoting instant soups
A Design Group
3232 McKinney Avenue Suite 500
Dallas, Texas 75204
(214) 758-6800 Fax (214) 758-6904
DATE: 9/21/99
JOB#: SLC3021
Project Name: Nov.'99 Kit Ready to Eat
A Design Group
Southland
Contact:Avenue
S. Monroy
3232 McKinney
Suite 500
Dallas, Texas 75204
File
Name:
SLC3021
Eat Rails
(214)
758-6800
FaxReady
(214) to
758-6904
JOB#: SLC3021
DATE: 9/21/99
Program:
ILLUSTRATOR 8.0
Project Name: Nov.'99 Kit Art Director: Roberta Morris
Ready to Eat
Studio Artist:A Design Group
Southland
Contact:Avenue
S. Monroy
3232 McKinney
Suite 500
Quality Control:
Dallas, Texas 75204
File
Name:
SLC3021
Eat Rails
(214)
758-6800
FaxReady
(214) to
758-6904
JOB#: SLC3021
DATE: 9/21/99
Program:
ILLUSTRATOR 8.0
Job
No.: SLC3021
Project Name: Nov.'99 Kit Art Director:
Morris
Contact:
ChrisRoberta
Searight
Ready to Eat
StudioName:
Artist: Rack Rail Inserts
Item
Southland Contact: S. Monroy
Quality Control:
File Name: SLC3021
Ready to Eat Rails
Instructions
Art measures: 10" w. x 1.25" h.
Program:
8.0
Art
scaled
to: ILLUSTRATOR
100%
Job
No.: SLC3021
Art Director:
Morris
Enlarge:
0%
Contact:
ChrisRoberta
Searight
StudioName:
Artist: Rack10"
Final
Trim:
x 1.25" h.
Item
Railw.Inserts
Quality
Control: " w.
Final
Fold:
x " h.
Instructions
Bleed:
Die Needed:
Art measures: 10"
w. x line
1.25"
h.
Die/Trim
is separate
item & Does Not Print
Art
to:
100%
Job scaled
No.: SLC3021
Fonts: Helvetica Cond. Bold,
Enlarge:
0%
Contact: Chris Searight
AGBook RoundedBld,
Final
Trim: Rack10"
x 1.25" h.
Item Name:
Railw.Inserts
(Legend: Geneva)
Final Fold:
" w.
x " h.
Images:
Instructions
Bleed:
Die Needed:
Art measures: 10"
w. x line
1.25"
h.
Die/Trim
is separate
item & Does Not Print
Art scaled to:
100%
Fonts: Helvetica Cond. Bold,
Replace Lo Res Images With
Enlarge:
0% Hi Res:
AGBook RoundedBld,
4/C
PMS
FinalProcess:
Trim:
10" w.
x Colors:
1.25" h.
(Legend: Geneva)
172
Final
Fold:
"361
w.
x " h.1235
Images:
Bleed:
Die Needed:
Fiery Laser:
Die/Trim line is separate
item &B/W
Does Laser:
Not Print
Transparency
Included:
Fonts: Helvetica
Cond. Bold,
Replace Lo Res Images With Hi Res:
This fileRoundedBld,
has not been manually trapped!
AGBook
4/C Process:
PMS Colors:
(Legend: Geneva)
172
361
1235
Images:
Fiery Laser:
B/W Laser:
Transparency Included:
Replace Lo Res Images With Hi Res:
This file has not been manually trapped!
4/C Process:
172
PMS Colors:
361
Fiery Laser:
1235
B/W Laser:
Transparency Included:
This file has not been manually trapped!
POP!
Client: Southland—7-Eleven®
Project: Win Instantly/NHL season promotional sweepstakes
Purpose: Mug display with sweepstakes header card promoting NHL season
mugs, each of which contained a chance to win a Dodge Dakota and other prizes
Client: Southland—7-Eleven®
Project: Win Instantly/NHL season promotional sweepstakes
Purpose: Gas pump sign promoting NHL season mugs, each of which contained
a chance to win a Dodge Dakota and other prizes
Packaging!
TON POPS
Y BUT
UP
FET
SA
SHAKE ME
Mocha
Client: Southland—7-Eleven®
Project: Cafe Cooler cup design
Purpose: Cup design featuring 7-Eleven branded Cafe Cooler iced coffee drinks
TON POPS
Y BUT
UP
FET
SA
SHAKE ME
French Vanilla
frozen cappuccino drink
frozen cappuccino drink
net wt. 10 oz (3.5 mL)
net wt. 10 oz (3.5 mL)
Client: Southland—7-Eleven®
Project: Cafe Cooler bottle designs
Purpose: Bottle designs featuring 7-Eleven branded Cafe Cooler iced coffee drinks
Packaging!
Client: Southland–7-Eleven®
Project: Concept sketch for Oh Thank Heaven Spare Pair packaging
and counter top display unit
Purpose: Tube design for a run-in-your-pantyhose emergency spare pair product.
Available in several colors, this product was conveniently packaged for convenient
carrying in a bag or purse. This counter top display at checkout allowed an easy and
convenient impulse buy by the customer.
Web!
Client: Southland–7-Eleven®
Project: El Taco web home page design
Purpose: Monthly home page design featuring the El Taco—an all beef taco wrap product