A new 7-Eleven store, gas station, and Fusion Fresh restaurant at 4670 Seminole Pratt Whitney Road in Westlake. Developed and operated by the Chaudhary Petroleum Group.
When CPG wanted to create a new concept restaurant extension of their 7-Eleven franchise, they came to Spellbrand to create a fresh and punchy branding to create the right impact and draw their customers in to try their fusion-inspired dishes and hospitality.
The client is a massive developer with an impressive portfolio of properties and franchises in Florida. When they decided to extend one of their 7-Eleven franchises and add an innovative fusion restaurant to serve their customers better, they wanted a brand identity that connects their existing customer base with the new concept as well as draw a new generation of new customers.
Fusion Fresh embodies the revolutionary concept of transforming quick-service dining into a vibrant, health-centric experience. This case study explores how Spellbrand masterminded a brand and positioning strategy that resonated with 7-Eleven’s bustling clientele and carved out a distinct identity for Fusion Fresh in the competitive, fast-casual landscape.
Brand and Positioning Strategy:
The challenge was clear: integrate the convenience of 7-Eleven with the freshness and innovation of Fusion Fresh’s culinary offerings. The goal was to make healthy, gourmet food accessible without compromising the quick-service promise.
- Positioning as a Health Haven: Set within the high-traffic 7-Eleven in Westlake, Fusion Fresh was positioned as an oasis of well-being, offering a reprieve from the typical fast-food options. It’s where health meets haste, and taste buds are treated to a nutritious feast.
- Target Audience Mapping: The brand targets on-the-go customers who value nutritional quality as much as convenience—busy professionals, health-conscious individuals, and families seeking quick yet wholesome meals.
- Brand Messaging: “Savor the Speed.” Fusion Fresh communicates that speed doesn’t mean sacrificing quality or taste. It’s a message of blending efficiency with nutrition and gourmet flavors.
Headed by our chief brand strategist, the experienced teams at Spellbrand created a positioning strategy that translated into a stunning, punchy, and impactful visual identity with bright colors with warm and friendly design elements. The primary logo is simple and elegant that hides an abstract dish.
Visual Identity and Brand Experience:
Spellbrand’s creative vision for Fusion Fresh translated into a vibrant visual language that captured the essence of the brand’s mission and menu.
- Logo Design: The logo is an artistic interplay of simplicity and sophistication. An abstract representation of a dish in the logo cleverly captures the fusion theme, inviting curiosity and conversation.
- Color Palette and Design Elements: Bright colors paired with warm tones evoke a sense of energy and freshness. The design elements are crafted to exude a friendly and welcoming vibe, essential for 7-Eleven’s communal culture.
- Iconography: Custom icons for menu items convey the brand’s core offerings at a glance, optimizing the customer’s decision-making process and enhancing the visual feast.
In-Store and Outdoor Experience:
Fusion Fresh isn’t just another food counter; it’s an inviting space that extends the 7-Eleven experience to include a healthful, fast-casual encounter.
- Storefront Integration: The branding seamlessly integrates into the 7-Eleven environment while standing out as a distinct entity, inviting customers to step into a world where convenience and health coalesce.
- Outdoor Patio: The outdoor patio offers a cozy retreat designed to reflect the freshness and vibrancy of the menu. Customers can enjoy their meals in an airy, open setting.
Menu Design and Offerings:
The menu is a cornerstone of the brand, reflecting the fusion of flavors and focus on healthful ingredients.
- Menu Diversity: From hearty breakfasts to gourmet bowls, the menu is a gastronomic journey encapsulated in a design that’s as enticing as the dishes.
- Visual Menu Displays: High-impact imagery and crisp descriptions on digital menus and packaging make choosing a delight, not a decision.
Digital Engagement and Convenience:
In a digital-first world, Fusion Fresh adapts by offering seamless online ordering and catering services, highlighted through intuitive design and user experience.
- Online Ordering: The website mirrors the brand’s energy, focusing on convenience, making it simple for customers to order their favorites for quick pickup.
- Catering Made Customizable: Catering options are presented with the same vigor, emphasizing customization and variety to suit any event or preference.
With its robust brand identity and strategic positioning, Fusion Fresh emerges as a leader in the new wave of fast-casual dining. Its presence in malls and 7-Eleven stores nationwide is a testament to the brand’s resonance with an audience craving convenience without compromise. Spellbrand has cultivated a brand and a beacon for balanced eating in today’s fast-paced lifestyle. Fusion Fresh is an emblem of this harmonious blend, inviting customers nationwide to “Savor the Speed.”
