7-Eleven Café
Visual Design | Package, Digital & Game Design
Design Brief
I was excited to be part of the 7CAFÉ promotional campaign for 7-Eleven Hong Kong, celebrating the expansion of over 600 stores. The campaign features two original mascot characters and a vibrant, imaginative cityscape.
For this project, I contributed to the key visual competition and initial concept design, helping shape the visual direction of the campaign. While the final 3D execution was handled by another team, I was involved in the early visual development and layout ideation that set the tone for the final artwork.
This campaign also extended to cup design, UI/UX game visuals, and social media promotion, blending playful branding with consumer interaction.
Key Visual Design
The key visual was designed as a vibrant coffee-themed miniature world, where every building and element centered around the 7CAFÉ experience. I worked closely with the character designer and 3D artist, providing composition drafts, layout planning, and visual direction during the early creative stage.
My role included brainstorming visual storytelling concepts, ensuring the design aligned with the brand identity, and enhancing the sense of playfulness, warmth, and local charm.
While the final 3D execution was handled by the 3D team, I was responsible for initiating the key visual layout, exploring mascot placements, proposing UI ideas for the mini-game promotion, and creating supporting materials like cup design options and poster mockups.
The resulting artwork combines delightful characters, 100% Arabica beans, and neighborhood nostalgia into a joyful cityscape, making the everyday coffee run feel like a mini adventure.
Original Design
Limited Design - Front
Limited Design - Back
For this promotional campaign, 7CAFÉ wanted to move beyond their signature classic black cup with bold logo and create something more playful and eye-catching to celebrate the milestone of over 600 stores and highlight their use of 100% Arabica coffee beans.
While I don’t specialize in 3D, my strength lies in 2D illustration and layout design. I took the lead in conceptualizing a vibrant, cartoon-style cup design, featuring the brand’s adorable coffee bean mascot. I integrated the core brand message directly into the design while using a cheerful palette of yellow, red, and green to echo the visual identity of the campaign and align with the key visual.
Despite the small canvas of a takeaway cup, I packed in playful, detailed elements that captured the fun and lively atmosphere of the 7CAFÉ world — ensuring the cup felt like a seamless extension of the campaign’s cityscape-style artwork.
This was a great exercise in storytelling through packaging, and I loved the challenge of bringing character and clarity to a small but high-impact design.
UI / UX Design
2D Game Visual Design
As part of 7CAFÉ’s promotional campaign, we developed a simple, engaging online game to attract new customers and reward existing ones with free coffee. The star of the game is the brand’s beloved black bean character, who guides users through the coffee-making process in a playful, lighthearted experience.
I was responsible for all visual aspects of the game, including: Opening visual design to capture immediate attention, in-game props like Arabica beans, milk cartons, and café tools, background environments reflecting the cozy 7CAFÉ world, game UI layout for intuitive, mobile-friendly interaction, winning page design that celebrated the prize moment.
The gameplay was intentionally simple: players drag and drop Arabica beans and milk to mix their own perfect cup of coffee. The design goal was to ensure the experience felt fun, accessible, and brand-aligned, while still delivering visual charm that reflected 7CAFÉ’s playful identity.
This project allowed me to merge my skills in illustration, interface design, and user engagement — and it was especially rewarding to see how effective a small interactive game could be in increasing both brand recall and customer loyalty.
Social Media - Digital
Social Media - Motion Video
As part of the 7CAFÉ campaign celebrating the milestone of reaching over 600 stores in Hong Kong, our team was responsible for creating digital posts and motion graphic videos based on the key visual we developed for the campaign. The content guided users on how to play and highlighted local landmarks using 2D illustrations in collaboration with a 3D artist, bringing the campaign’s vibrant visual identity to life online.
My role focused on translating the visual identity into engaging digital experiences that were both visually consistent and informative, using my strengths in 2D illustration and motion design to bring the campaign to life across Instagram and Facebook.
7-Eleven Café - Arabica Bean Promotion
Following the success of the initial 7CAFÉ game launch, I was invited to join the next UI/UX game promotion, focusing on Arabica beans as the hero product. For this phase of the campaign, I led the visual development for social media content, which helped build excitement and drive traffic to the new online game.
Using the iconic black bean character and my 2D illustration skills, I created a set of engaging visuals tailored for Instagram.
Social Media
UI / UX Visual Design
In addition to the social media visuals, I was also responsible for the visual design of 7CAFÉ’s new online game, developed to promote their 100% Arabica coffee.
This game was designed to be more accessible and quick to play, responding to customer feedback that many users prefer simpler interactions when redeeming rewards. The goal was to click to help the black bean character deliver coffee beans, with a chance to win a free cup of 7CAFÉ.
I designed all key visual assets for the game, including: Props and in-game icons, the main background scene, the key visual for the game landing page, the winning page illustration.
All visuals were created as PNG assets, optimized for lightweight performance across devices. This project emphasized clarity, charm, and consistency with the brand’s playful tone — and showed how illustration can enhance even the simplest user experiences.