Together with Reitan Convenience, 7-Eleven wanted to move private-label convenience food beyond the purely functional toward something brand- and flavour-driven that customers would actually seek out.
We developed a readymeal series to do exactly that: BANG BANG, created end-to-end, from idea to meal to design. Drawing on the colour and energy of South Asian street food and spice markets, the range turns heat-at-home dishes into a flavorful experience. Each dish is fronted by its own character, a bull, a rooster, and a dragon. Energetic, spicy and full of attitude, they mirror the food itself and make a readymeal pop off the shelf in a category of generic packaging.
