Iftar O'clock
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
×
![]()
case board
×
![]()
case film
×
![]()
Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
In Malaysia, Ramadan revolves around one important daily moment: Iftar, the precise time Muslims break their fast. As timings shift throughout the month and vary by location, checking the time becomes a shared daily ritual.
Yet despite having over 2,400 outlets nationwide, 7-Eleven had little relevance during Ramadan. Iftar was traditionally associated with bazaars, while brands competed for attention through festive campaigns.
For a brand built on convenience, the challenge was to stand out by being genuinely useful.
How could 7-Eleven leverage its iconic brand identity to become part of this daily ritual, while reminding Malaysians that a convenient Iftar option was always nearby?
The opportunity was to rethink the role of design, transforming an instantly recognisable logo from a passive brand identifier into something Malaysians could actively use.
Solution:
Introducing Iftar O’clock, a design-led campaign that transformed 7-Eleven’s iconic logo into a living Iftar clock.
By replacing its wordmark with actual breaking fast timings, the familiar 7-Eleven became 7-Twenty Six, 7-Thirty and more, adapting to different states throughout Ramadan.
Retaining its signature colours, typography and iconic ‘7’, a flexible design system brought the idea to life across DOOHs and social media. Every execution displayed accurate, localised timings sourced from JAKIM.
Instead of simply advertising during Ramadan, 7-Eleven redesigned its identity to serve a genuine cultural need, turning everyday ad spaces into a public utility.
The campaign delivered a 114% year-on-year increase in Ramadan promotional meal sales, proving that purposeful design could drive both cultural relevance and commercial impact.
