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Justin Chen Packaging Design for 7-Eleven

Packaging Design Two | Fall 2012 Under the Instruction of Ania Borysiewicz


7-ELEVEN | TABLE OF CONTENTS


TABLE OF CONTENTS | 7-ELEVEN

TABLE OF CONTENTS

03 05 06 07

introduction current status COMPANY HISTORY COMPETITORS

09 10 14 16 18 22 24

research IN STORE EXPERIENCE CURRENT VISUAL DISPLAY PACKAGING ANALYSIS EXPERIMENTs interviews user stories

31 32 34 36 40 42 49 66 68

brand development MIND MAPPING key BRAND attributes concept statement demographics case studies logo development final logo color system

71 72 74 76 88 92 112

form development Ideation refined sketches form exploration 3d redering graphic application extensions

117 118 124 126

midterm presentation final production extensions development presentation board

131 132 136 141

conclusion final graphic application professional photography credits

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7-ELEVEN | INTRODUCTION

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INTRODUCTION | 7-ELEVEN

INTRODUCTION ABOUT THE COMPANY 7-ELEVEN IN U.S. COMPANY HISTORY COMPANY NAME COMPETITORS

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7-ELEVEN | INTRODUCTION

INTRODUCTION

7-Eleven strives to appeal to a large audience. Its mission is to create joyful experiences and provide fresh food and other essentials quickly and conveniently. It sees itself as a leader in the convenience store industry, yet that image is not reflected through its logo, site, packaging, signage, and graphics. It goes to great lengths to create convenience for its customers through its 24 hour open policy and the placement of stores in high traffic areas, but its brand falls short. In fact, the brand feels generic, dull, and cliche. It fails to embrace a new generation of customers. Furthermore, the typography is weak and lacks hierarchy. This makes it difficult, for example, to navigate between the different types of products offered. Most of the items offered use outdated typography and graphics which invoke qualities of stagnation and distaste. While the packaging extensions lack continuity, the Achilles’ heel of the brand is its general lack of innovation and artistry. Interestingly, there are currently no well known leaders in the socially responsible, and environmentally friendly convenience store martket. This is the perfect opportunity to set 7-Eleven apart from their competitors.

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INTRODUCTION | 7-ELEVEN

7-ELEVEN IN U.S.

7-Eleven currently has more than 8,200 owned, operated and franchised stores in the United States — almost all as franchises. Once ubiquitous, 7-Eleven stores are no longer found in some Midwestern and Southeastern states. In May 1998, it was announced that 113 7-Eleven stores would be sold and converted into Kum & Go stores. In this same time frame, 7-Eleven exited the Minnesota market and sold all its Minnesota stores to SuperAmerica. This led to situations, especially in larger cities like Minneapolis and Saint Paul, where multiple SuperAmerica locations could be found on the same intersection. In states like Minnesota, Iowa, and Wisconsin, other convenience stores like Holiday Station Stores, SuperAmerica, QuikTrip, Kwik Trip, Casey’s, and Speedway occupy the same market. 7-Eleven is moving toward franchising most of its remaining corporate locations inside the United States. The 7-Eleven franchise system splits the gross profits 50/50 or close to it, between the company and the individual franchisee. Supermarket News ranked 7-Eleven’s North American operations No. 11 in the 2007 “Top 75 North American Food Retailers” based on 2006 fiscal year estimated sales of $15.0 billion. Based on 2005 revenue, 7-Eleven is the twenty-fourth largest retailer in the United States.

Front Of Oklahoma 7-Eleven

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7-ELEVEN | HISTORY

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HISTORY OF 7-ELEVEN

COMPANY NAME

The company has its origins in 1927 in Dallas, Texas, when an employee of Southland Ice Company, John Jefferson Green, started selling milk, eggs and bread from an improvised storefront in one of the company’s ice houses. Although small grocery stores and general merchandisers were present in the immediate area, Joe C. ‘Jodie’ Thompson, Jr., the manager of the ice plant, discovered selling convenience items, such as bread and milk, was popular due to the ice’s ability to preserve the items. This significantly cut back on the need to travel long distances to the grocery stores for basic items. Thompson eventually bought the Southland Ice Company and turned it into Southland Corporation, which oversaw several locations which opened in the Dallas area. In 1962, 7-Eleven first experimented with a 24-hour schedule in Austin, Texas after an Austin store was forced to remain open all night due to customer demand following a University of Texas football game. The Japanese company gained a controlling share of 7-Eleven in 1991, during the Japanese asset bubble of the early 1990s. Ito-Yokado formed Seven & I Holdings Co. and 7-Eleven became its subsidiary in 2005. In 2007, Seven & I Holdings announced it would be expanding their American operations, with an additional 1,000 7-Eleven stores in the United States.

The company’s first convenience outlets were known as Tote’m Stores since customers “toted” away their purchases, and some even sported genuine Alaskan totem poles in front. In 1946, the name Tote’m was changed to 7-Eleven to reflect the stores’ new, extended hours—7 a.m. until 11 p.m., seven days a week. The company’s corporate name was changed from Southland Corporation to 7-Eleven, Inc. in 1999. The current logo has outdated typography and the color combination does not reflect 7-Eleven’s service, which includes providing healthy foods, creating entertainment, satisfying thirst, and taking care of bills. The logo does not create the joyful experience 7-Eleven promised to give. Furthermore, it does not suggest the convenience that the customers are looking for.

R: 245 G: 130 B: 31 R: 237 G: 27 B: 45 R: 0 G: 128 B: 97


COMPETITORS | 7-ELEVEN

COMPETITORS

7-Eleven major competitor is Royal Farms. 7-Eleven signed an agreement with ExxonMobil’s retail interests in December 2010 by acquiring 183 sites in Florida and in August 2011 by acquiring 51 of their On The Run stores to the existing 239 locations in the Dallas-Fort Worth Metroplex. 7-Eleven expanded their business interests with a partnership with Dallas-Fort Worth based Cinemark Theatres after July 2011 where the Slurpee beverage is sold at Cinemark locations in Dallas and Houston, Texas and Portland, Oregon (which is deemed as a re-entry into the Houston, Texas metro area since 1988). In past years, 7-Eleven had their marketing tiein with blockbuster summer film releases on their Big Gulp and Slurpee cups and partnering with Cinemark officially marks the first time that a 7-Eleven branded product is sold outside its parent franchise since this was demonstrated at a Dallas, Texas sports arena. Some locations where Cinemark Theaters are located e.g. State of Utah or Houston, TX do not have 7-Eleven locations where marketing a 7-Eleven branded product would attract future customers. Citibank ATMs can be found in locations across the United States. Other competitors: Royal Farms Circle K Famima Competitors in Asia: FamilyMart Lawson Ministop

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7-ELEVEN | RESEARCH

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RESEARCH | 7-ELEVEN

RESEARCH IN-STORE EXPERIENCE CURRENT WEB DISPLAY PACKAGING ANALYSIS PRODUCT EXPERIMENT INTERVIEWS PERSONAS

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7-ELEVEN | IN-STORE EXPERIENCE

7-ELEVEN IN-STORE EXPERIENCE MELROSE

Walking into a 7-Eleven on Melrose ave, the first respond I had was the disgusting smell. It was a combination of sweat and trash. I wanted to leave the store immediately, but I forced myself to stay for a couple more minutes to take some photos and take some notes of the environment. 1. DIRTY FLOOR Some areas near the drinks are dark and dirty. It gives me the idea that liquid stays on the floor for too long or that someone vomited around the refrigerators. 2. MESSY COUNTER There were empty cup just sitting on the top of the counter and I also spotted some half empty sugar bags. 3. UNFRESH FRUITS The fruits don’t look fresh at all.

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4. NO SERVICE The was no cashier at the moment and I didn’t see anyone walking out of the storage room. This is definitely one of the worst 7-Eleven stores I have ever seen in Los Angeles.


IN-STORE EXPERIENCE | 7-ELEVEN

7-ELEVEN IN-STORE EXPERIENCE ALHAMBRA

Later at night, I found another 7-Eleven store on Atlantic Blvd. This one is a little bigger than the one I visited earlier and has better lighting and much clearner environment. 1. REDBOX First thing I’ve noticed is that this store has the machine in the front that allows customers to rent DVDs. 2. ORGANIZED The floor is very clean and all items are well organized on the shelves. 3. ASIAN FOOD They have soysauce and chow mein! I guess that’s because this store is located at Asian populated area. 4. PHONECARDS & GIFTCARDS They have a large collection of phonecards and giftcards for customers who travel and shop very often.

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7-ELEVEN | COMPETITOR

COMPETITOR - CIRCLE K EAST LOS ANGELES

I also visited a Circle K, which is one of 7-Eleven’s competitors and found that the environment and lighting in the store is not good at all. Most of the shelves and items are stored similarly to the ones in 7-Eleven.

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COMPETITOR | 7-ELEVEN

COMPETITOR - RALPHS PASADENA

I thought it would be interesting to see how supermarkets handle their products so I visited the Ralphs on Lake ave. The first major difference I found was the labels for isles, which always help me find the products I need. Since it’s a much bigger store, Ralphs have more sections for home supplies, school supplies, and party supplies. The fruits and vegetables are all very fresh and the staffs are very willing to help me find exactly what I need.

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7-ELEVEN | CURRENT VISUAL DISPLAY

CURRENT WEB PRESENCE

7-Eleven currently has its own private label called the “7-Select�. The line includes beverages, candies, snacks, and some other daily supplies. Overall the packaging designs for 7-Select lack unity because some of them have different typeface while others are incorporating different shapes. The current 7-Eleven website works well, but there are still ways the site can be simplified even with small adjustment and a different categorizing system for all of the products.

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CURRENT VISUAL DISPLAY | 7-ELEVEN

Most people’s reaction to 7-Eleven’s current food options is unhealthy. The package design for beverage are not consistent. Some of graphics and colors on the beverages also convey the unnatural quality.

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7-ELEVEN | PACKAGING ANALYSIS

CURRENT PACKAGING ANALYSIS

I found a few items with the 7-Eleven private label. The items simply has the current logo somewhere on the package, but they lack consistency. The packages were not interesting or promising at all.

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In some stores, the 7-Select items are actually placed in the very front of the isle attempting to grab customer’s attention, but still the packaging designs are just average looking. They make me worried about what’s inside before I even open one of the products.


PACKAGING ANALYSIS | 7-ELEVEN

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7-ELEVEN | EXPERIMENT

PACKAGING EXPERIMENT

I bought several 7-Eleven private labeled products and did some experiments at home to see what type of packaging solutions they are using right now and also the quality of the food within each package. First, I examined the Slurpee drink and found that the slushy melted really fast. When I purchased the drink at a 7-Eleven five minutes away from my house, the entire container was filled. When I got home, the surface line already dropped below the cap.

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EXPERIMENT | 7-ELEVEN

They currently have two different cup designs for the U.S. election. I think the colors and typography are working pretty well because they immediately grabbed my attention when I walked into the store.

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Checking back on the Slurpee an hour later, I found that the surface level has dropped down dramatically even lower than half of the cup, which means that is actually the amount of drink the customers are paying for.


7-ELEVEN | EXPERIMENT

I moved on to the 7-Select Hot Dog flavored potato chips, which sounds totally unhealthy already. When I opened the bag, it was just as spacy as I expected because the bag felt a bit light before I even opened it. I placed all chips on a paper towel and see how much oil I can get out of those chips.

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Half an hour later, I removed all of the chips on the paper towel and proved the those chips are extremely oily and they taste very salty. I didn’t even want to finish the entire bag because the chips just don’t taste good.


EXPERIMENT | 7-ELEVEN

The next package I examined was the 7-Select fruit cup. I do like the seal and the opening ceremony because it makes me think that the fruits are ought to be fresh. The only problem I had with this product is that the fruits are too sweet, almost as if a can of sugar or other substance was added to the fruits before they were sealed. However I do like the portion of it and I personally think that the price is reasonable.

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7-ELEVEN | INTERVIEWS

Paul Choi Student 1. Do you go to 7-11? why or why not? Sometimes. Just to grab a quick snack or drink. 2. What do you think about their current logo? I think it’s ugly but i’ve been seeing it since i was young so i don’t mind it. 3. When you go into a 7-11, what do you expect to find? hotdogs, chips, candies, slurpee, oh and gatorade. 4. where do you buy groceries? Why? Ralphs. I think it’s part of brand loyalty and it’s close to my house. 5. Do you have breakfast? if yes, where do you usually get your breakfast? I don’t usually have breakfast, but when I do I’d go to Mcdonald. 6. How can 7-Eleven improve to make you stop by more often? Maybe like better deals, I’d go for products with good prices.

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CARLA BARR Instructor 1. Do you go to 7-11? why or why not? No. I just don’t see one on my usual path. 2. What do you think about their current logo? It’s not memorable. It doesn’t come to my mind if I don’t see one. 3. When you go into a 7-11, what do you expect to find? Milk and candy. 4. where do you buy groceries? Why? Trader Joe’s because there are a lot of products available there. The prices are reasonable and I know everyone who works there. The service is excellent. It’s always comfortable to go there. I feel that i get health foods from there and I love their coconut popsicles. 5. Do you have breakfast? if yes, where do you usually get your breakfast? I usually eat at home. I love to have cold cereals in the morning. 6. How can 7-Eleven improve to make you stop by more often? If they have excellent coffee then maybe I will go in the morning.


INTERVIEWS | 7-ELEVEN

HSIN CHEN Student 1. Do you go to 7-11? why or why not? I don’t because I don’t think it’s clean , and it seems a bit dangerous. Not enough product options and there isn’t a close one near my house . 2. What do you think about their current logo? I don’t have a problem with their logo, it’s old but classic and it’s still recognizable. 3. When you go into a 7-11, what do you expect to find? I expect to find lunch box good for one person and maybe some essential daily supplies. 4. where do you buy groceries? Why? I usually go to 99 Ranch, Vons, Target, or Misutwa. They all have great variety of products. 5. Do you have breakfast? if yes, where do you usually get your breakfast? Yes, I usually just have a bowl of oatmeal or a cup of coffee. Sometimes a sandwich or a bowl of fresh fruits it all depends on how much time I have. 6. How can 7-Eleven improve to make you stop by more often? If they have better product options and fresher food then I’d go more often.

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Alexandria Ascencio Student 1. Do you go to 7-11? why or why not? Not really because there isn’t one that’s close to where I live. 2. What do you think about their current logo? I think it’s iconic, but i think there are ways it can be improved. even by simple adjustment. 3. When you go into a 7-11, what do you expect to find? Just like a drink. Any last second supply or just to use the restroom. 4. where do you buy groceries? Why? I go to Wholefoods and Fresh & Easy because it’s close to where I live and I like how they only have a few options and the prices are reasonable. Makes it easy for me to choose. 5. Do you have breakfast? if yes, where do you usually get your breakfast? I usually eat at home before I go to school. Lately I have been getting togo food at Buster’s especially to get their fresh smoothies. 6. How can 7-Eleven improve to make you stop by more often? Maybe import more types of teas. or some good ice cream.


7-ELEVEN | PERSONAS

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PERSONAS | 7-ELEVEN

A “GOOD� MORNING peter lewis Interior Designer Peter woke up 30 min later than he was supposed to, he does not want to be late to propose his new ideas for this project he has been working on. Instead of having breakfast at home, he had no choice but to hit the road as soon as he gets dressed. Luckily, Peter finds a 7-Eleven on the way to work and was able to start his day with a complete breakfast that includes coffee, pastry, eggs, and fresh fruits. It only took him less than 10 min to get everything he wanted and got to work on time.

Possible Packages: coffee cup, pastry bag, juice pack, water bottle, milk bottle, lunch box, sandwich wrap, cream and sugar bags.

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7-ELEVEN | PERSONAS

A PERFECT BEACH DAY jessica jane Yoga Teacher

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Jessica got a call from her friend and was invited to a beach party that is happening in about an hour. She decides to join the party, but has nothing to bring from home. So Jessica finds the nearest 7-Eleven and got some useful supplies for the beach party. Jessica arrived at the beach party acting like she was totally ready for the party since yesterday. All of her friends were impressed and they all had a great time without missing any essential supply.

Possible Packages: sun tan lotion, barbecue sauce, mustard, ketchup, buns, water bottles, sodas, paper napkins, plates, cups.


PERSONAS | 7-ELEVEN

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7-ELEVEN | PERSONAS

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PERSONAS | 7-ELEVEN

A WILD NIGHT JAMES GORDON Football Player James had a wild night at the club tonight and It is now 3 A.M. He has no choice but to take this drunk girl back to her place, which is like an hour away from his place. On the way to the girl’s place, James spotted a 7-Eleven and decided to stop to get some essential supplies for the night. James got everything he needed for the night as if he was just spending another night at his own place. He took off in the morning without leaving any product he bought because they all fit well in his pockets.

Possible Packages: tooth brush, tooth paste, condom, contact solution, soap, cigarettes, deodorant, hair wax.

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7-ELEVEN | BRAND DEVELOPMENT

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BRAND DEVELOPMENT | 7-ELEVEN

BRAND DEVELOPMENT MIND MAPPING KEY brand ATTRIBUTES CONCEPT STATEMENT demographics case studies LOGO DEVELOPMENT FINAL LOGO

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7-ELEVEN | MIND MAPPING

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MIND MAPPING | 7-ELEVEN

MIND MAPPING SESSION 1 SUPPLIES

SMART

ORGANIC

DETAIL

QUICK

ADVANCED

MANY

24 / 7

LATE

VISIT

SIMPLE

NATURAL

CLEAR

ICONIC

EXPERIENCED

COMMON

WOW

FLEXIBLE

WISE

NEED

OPTIONS

TOOL

FRESH

SELECTED

CLEAN

SPEED

PARTY

FIND

EASY

STUFF

SATISFIED

FLAT

USEFUL

FAST

SMALL

CONVENIENT

DIRECT

CHEAP

CREATIVE

LIGHT

AFFORDABLE

ORIGINAL

BRIGHT

PORTABLE

COOL

COMPACTED

BASIC

FINE

NICE

ESSENTIAL

DINE

OPEN

DELICIOUS

DUH

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MIND MAPPING SESSION 2 PERSONAL

FRONT

SMILE

AMAZED

FOOD

LEAD

BRAND

GLAD

ONE

CLASSIC

APPRECIATED

ECO-FRIENDLY

SWEET

CHOICES

PROUD

WARM

NATURE

HEALTHY

HOME

REACTION

LAUGH

COMFORTABLE

SERVICE

TOP

TEA

FRIENDLY

JUMP

STAY

TASTE

ENERGETIC

CHILL

WOOD

LIVELY

RECYCLE

TOUCH

FUN

ID

STEEL

CLOSE

DAILY

IMMEDIATE

APPROACHABLE

GOAL

CAKE

PLAIN

COFFEE

SMELL

IN

MORNING


7-ELEVEN | KEY BRAND ATTRIBUTES

Digital Refreshing Gratifying 34

Systematic Instant Smart


KEY BRAND ATTRIBUTES | 7-ELEVEN

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7-ELEVEN | CONCEPT STATEMENT

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CONCEPT STATEMENT | 7-ELEVEN

The new 7-Eleven offers a systematic display of products that satisfy customer’s needs instantly. The redesign enforces a refreshing and gratifying experience that simplifies life.

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7-ELEVEN | DEMOGRAPHICS

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The target audience of the new 7-Eleven worships simplicity. Customers will get only what they need out of the convenience store. Since all items are organized by categories, it will be extremely easy for anyone to find a specific item in the store in the least amount of time. Customers of the new 7-Eleven will fall in love with the new 7-Eleven products because they are specifically designed and arranged for those who desire a simple lifestyle and those who would only spend a short amount of time to solve their problems. It has never been easier to shop at 7-Eleven and customers can only find useful products with reasonable prices instantly.


7-ELEVEN | DEMOGRAPHICS

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DEMOGRAPHICS | 7-ELEVEN

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CASE STUDIES | 7-ELEVEN

APPLE One of Steve Job’s biggest decisions was to make the computer beautiful. Understanding that PCs were personal more than anything else, he realized that a big gray box would not appeal to the mainstream consumers who were just then starting to buy PCs to access the Internet. At the same time, Jobs began an aggressive campaign of buying digital production programs from competitors so that Apple could release a Macintosh that would work right out of the box. This wasn’t enough for Jobs. He saw the promise in a young industrial designer named Jonathan Ive, who produced the first iMac, with its translucent blue casing and unibody design. The two became inseparable afterwards, and their teamwork produced the iPod, the iPad, and the iPhone. Thus Apple’s revival was the result of a convergence of strategies to make the Macintosh better. Jobs saw the need to make the product prettier, easier to use, and more powerful. These goals involved technologybased and design-based solutions, instead of simply diversifying the company’s product line in the hopes of increasing market share. He knew that the only way to

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do this was to utilize the talents of his best employees, and elevate their position in the company (since Jobs’s return, the design division of Apple has had authority over all other divisions). Apple’s successful business model includes two key benefits for which customers are willing to pay a price premium. One is an owner appearing “cool” or “savvy,” as the company’s products offer among the most elegant looks on the market for technology products (for most products, as a matter of fact). But a key driver of Apple’s financial success has been growing adoption of Apple products for business (as opposed to school or home) use. Apple has created a sustainable competitive advantage for itself with the iTunes platform. Earlier iTunes allowed users to download songs for iPod. Now, iPhone and iPad are also integrated with iTunes for apps download. The potent combination of device, software, and online store quickly disrupted the music industry and gave Apple a dominant market position. Apple makes sure that their products are regonizable and sustainable enough to secure their loyal customers. Apple products simply make life easier.


7-ELEVEN | CASE STUDIES

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CONTAINER STORE Container Store is a retail store offering a mix of products devoted to helping people simplify their lives. In doing so, they originated a new category of retailing, that of storage and organization. Sells organizational and storage products featuring multi-functional items designed to simplify time, space, and ultimately, one’s life. Not only was The Container Store built on great products, but it was structured around some very basic and fundamental values and business philosophies about treating employees, customers and vendors with respect and dignity. They were formalized in 1988, when we opened our Houston store. That store made us take a look at our business a little harder. From the day we opened the doors, we did three times more business than we had ever experienced at any of our other stores, which became quite overwhelming to our employees. We already had a 10-year-old company with strong values and culture; however, communicating this to an entire store of new employees, most who never had been exposed to our stores or our way of doing business, was quite a challenge. By understanding and supporting

these principles and philosophical guidelines, we can all respond in unison to similar circumstances. In other words, we act as a unit, all working in the same direction toward the same goal. Retail is far, far too situational to attempt to achieve a concerted effort through inflexible rules and policies. So, instead of using the typical phone-book-sized retail procedural manual to guide our decision making, we use these Foundation Principles™ to keep us on track, focused and fulfilled as employees. With this combination of values-driven business philosophies and a one-of-a-kind product selection, The Container Store’s goal is to become the best retail store in America.


CASE STUDIES | 7-ELEVEN

IKEA The Swedish-born retail mastermind has written the recipe for total vertical integration as a business model, especially when spiced with liberal dashes of social contribution. Like the price of IKEA furniture, the book is based on “four cornerstones of a good business.” Dahlvig leads with “a vision of social responsibility” and strikes a fundamental chord in what businesses should and could be in society. IKEA’s vision, according to Dahlvig, includes a social agenda based on diverse corporate culture, an environmental and social platform all with a customer focus, to deliver the best price. The quintessential elements of the IKEA business model are well covered, as are the three phases of the Swedish furniture phenomena’s growth. Uniqueness of the product range, the store design, the supply chain, the stores and the “go to market” approach are given short but efficient coverage, much like the business model itself. Dahlvig’s personal anecdotes are rare. A few more might have injected a welcome breath of passion into this relatively dry read. The totality and focus of IKEA’s vertical integration drive is a story within a story. It is about location close to raw materials, close to manufacturing capabilities, close to transportation

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corridors and close to customers. Find it, build it and sell it all in the same place if you can. They obviously invest their resources into designing and building furniture that is easy to assemble and can be shipped and distributed in an efficient manner since all the boxes are flat and stackable. They focus on making their showroom very inviting and simple, which encourages shoppers to purchase the additional accessories needed to achieve a similar look at home, and they do so at a price point that promotes impulse buying. Different from most traditional home furnishing stores, but obviously very appealing to the consumer.


7-ELEVEN | LOGO DEVELOPMENT

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LOGO DEVELOPMENT | 7-ELEVEN

LOGO DEVELOPMENT ROUGH SKETCHES REFINED versions TYPOGRAPHY EXPLORATION FINAL LOGO COLOR EXPLORATION

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7-ELEVEN | LOGO DEVELOPMENT

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LOGO DEVELOPMENT | 7-ELEVEN

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7-ELEVEN | LOGO DEVELOPMENT

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LOGO DEVELOPMENT | 7-ELEVEN

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7-ELEVEN | LOGO DEVELOPMENT

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LOGO DEVELOPMENT | 7-ELEVEN

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7-ELEVEN | LOGO DEVELOPMENT

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LOGO DEVELOPMENT | 7-ELEVEN

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7-ELEVEN | LOGO DEVELOPMENT PHASE 01

Really describe the simplicity and feliebility of the new 7-Eleven. Proceed to Phase 02.

Nice and bold numbers. The numbers create a nice rectangular outline. Proceed to Phase 02.

Too close to the 50’s style. Not really working.

This one is too similar to the word mark for the Ellen show. Not working.

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LOGO DEVELOPMENT PHASE 01 | 7-ELEVEN

Too abstract. The shapes don’t really represent the new 7-Eleven.

The numbers sort of represent the digital aspect of the new 7-Eleven. It feels like a code, but perhaps missing some element.

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This one is too generic. Not representing the new 7-Eleven.

Too futuristic. Was trying to reverse what the existing 7-Eleven is doing by spelling “seven” and using numbers for eleven. Not working though.


7-ELEVEN | LOGO DEVELOPMENT PHASE 01

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LOGO DEVELOPMENT PHASE 01 | 7-ELEVEN

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7-ELEVEN | LOGO DEVELOPMENT PHASE 02

The goal of this option is to make it more modern and more readable.

This one looks like the Adidas logo.

This one definitely reads 711, but the problem is that the thin strokes on the top gets too thin when the logo is reduced.

This one sort of combines all of the parts from the previous 3 variations, but it still looks a little dated.

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LOGO DEVELOPMENT PHASE 02 | 7-ELEVEN

The goal of this option is to see how scale and angle can help make interesting shape.

The two little one’s kind of represent a quotation mark.

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This one looks too sporty again. not representing all of my key brand attributes at the moment.

The two ones became graphic element and make the entire logo flat.


7-ELEVEN | LOGO DEVELOPMENT PHASE 02

The goal for this option is to see how difference in scale and curve can help create an interesting and fulfilling logo for the brand attributes.

The scale relation in this one seems to work the best, but the ones are starting to look like seven’s a little bit. need to shorten the tips on the top. This one will potentially become the final logo for the new 7-Eleven.

The ones kind of blend in with the seven too much as if they were seven’s shadow. not working at this moment.

I took the upper right edge of seven and create the one’s to see if it works. The ones are looking a little abstract and the top tips are too sharp.

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LOGO DEVELOPMENT PHASE 03 | 7-ELEVEN

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7-ELEVEN | FINAL LOGO

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FINAL LOGO | 7-ELEVEN

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7-ELEVEN | LOGO COLOR STUDY

PMS 130

PMS 653

PMS 130

PMS 659

PMS 130

PMS 660

PMS 130

PMS 545

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LOGO COLOR STUDY | 7-ELEVEN

PMS 130

PMS 367

PMS 130

PMS 3275

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PMS 130

PMS 430

PMS 130

PMS 5507


7-ELEVEN | FORM DEVELOPMENT

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FORM DEVELOPMENT | 7-ELEVEN

FORM DEVELOPMENT ROUGH SKETCHES REFINED SKETCHES FORM EXPLORATION 3D RENDERING GRAPHIC INSPIRATION GRAPHIC APPLICATION RAPID PROTOTYPE

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7-ELEVEN | IDEATION

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I started the packaging design process with rough sketches and then picked the potential ones for further development.


ROUGH SKETCHES | 7-ELEVEN

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7-ELEVEN | REFINED SKETCHES

This is a combination of the toothpaste and the tooth brush.

This one splits into two sections, the bottom part being the toothpaste to save material.

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From the rough sketches, I picked eight of the most potential forms for further development. The refined sketches helped me realize which forms work better and which don’t really work at all. By adjusting the scale and adding shadow to the forms, I then get a better sense of how to take some of the forms to the next stage by actually making mock up models.

This one was inspired by the Magic Mouse by Apple. Trying to see how I can play with the interesting shape.


REFINED SKETCHES | 7-ELEVEN

This one has a rectangular neck, which allows it to sit still on the table.

This one sort of works as a pen or a lipstick. It’s very thin and portable.

The removable cap also acts as the support when the package stands.

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This one has the shape that allows the package to stand tall or lay down.

This is also a version of the two in one package. Trying to keep the toothpaste and tooth brush small.


7-ELEVEN | FORM EXPLORATION PHASE 01

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This could be a carrier for sodas or coffee cans.


FORM EXPLORATION PHASE 01 | 7-ELEVEN

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This is potentially a package for the toothpaste just using a one piece design that reveals the cap and the side view of the tube.


7-ELEVEN | FORM EXPLORATION PHASE 01

The top small box is potentially a package for cigarettes or gum. the bottom box can be used for candies, peanuts, or other snacks.

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FORM EXPLORATION PHASE 01 | 7-ELEVEN

This is potentially a package for the hotdog or any hot, ready to go food.

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7-ELEVEN | FORM EXPLORATION PHASE 02

Just focusing on the packaging design for the toothpaste, I tried various ways of solutions. Some of them are wrapped up entirely whereas some are simply labeled with a tag. Some packaging shapes allow the item to stand on its own whereas others have to be hung on the hook.

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FORM EXPLORATION PHASE 02 | 7-ELEVEN

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I was debating whether to use a minimal amount of material for labeling or to completely wrap up the toothpaste. I also tried including the tooth brush since some people may actually need both items on the go. The main goal was to figuring out what customer needs without over packaging it.


7-ELEVEN | FORM EXPLORATION PHASE 02

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I also start to think about how the opening ceremony creates suprising or pleasing moment for the customers. While still working with the compatible shapes, I keep the shapes consistent and simple.


FORM EXPLORATION PHASE 02 | 7-ELEVEN

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This was one of the more successful models from last week that was inspired by a mouse design. The exciting part of this model is that it includes both toothpaste and dental floss so that customer will not have to purchase two sepperate items to satisfy his need.


7-ELEVEN | FORM EXPLORATION PHASE 02

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I was also thinking about other products that would go along with the toothpaste package and started exploring possible forms for a beverage for the new 7-Eleven. Still trying to keep the overall shape simple.


FORM EXPLORATION PHASE 02 | 7-ELEVEN

I also had a lot of fun just creating shapes that don’t really make any sense just to see how far I can push the limit to create interesting packaging solutions for the new 7-Eleven.

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7-ELEVEN | FORM EXPLORATION PHASE 02

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FORM EXPLORATION PHASE 02 | 7-ELEVEN

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From the class feedback, the previous models were all too serious, but fail represeting the human aspect that builds up connection between 7-Eleven and its customers. I began to incorporate curves in some of this week’s mock up models and also explore how I can combine two essential supplies into one flexible product.


7-ELEVEN | 3D RENDERING

3D RENDERING FOR RAPID PROTOTYPE

Luckily I was able to work with a product student, Alex Jiang, who taught me how to quickly build my toothpaste design in Solidworks in order to create these 1:1 scale 3D renderings of the actual product. From these renderings, I was able to get a better idea on the scale and details of the toothpaste design.

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3D RENDERING | 7-ELEVEN

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7-ELEVEN | 3D RENDERING

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3D RENDERING | 7-ELEVEN

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7-ELEVEN | GRAPHIC INSPIRATIONS

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GRAPHIC INSPIRATIONS | 7-ELEVEN

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7-ELEVEN | GRAPHIC INSPIRATIONS

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GRAPHIC INSPIRATIONS | 7-ELEVEN

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7-ELEVEN | GRAPHIC APPLICATION PHASE 01

fights tartar / freshens breath / whitens

NET WT 4.0OZ

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NET WT 4.0OZ


GRAPHIC APPLICATION PHASE 01 | 7-ELEVEN

FLOSS

TOOTHPASTE

NET WT 4.0OZ

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fights tartar / freshens breath / whitens

NET WT 4.0OZ


7-ELEVEN | GRAPHIC APPLICATION PHASE 01

2 IN 1

NET WT 4.0OZ

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NET WT 4.0OZ


GRAPHIC APPLICATION PHASE 01 | 7-ELEVEN

FLOSS

TOOTHPASTE

NET WT 4.0OZ

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fights tartar / freshens breath / whitens

NET WT 4.0OZ


7-ELEVEN | GRAPHIC APPLICATION PHASE 01

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GRAPHIC APPLICATION PHASE 01 | 7-ELEVEN

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7-ELEVEN | GRAPHIC APPLICATION PHASE 01

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GRAPHIC APPLICATION PHASE 01 | 7-ELEVEN

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The in class “surgery” was very interesting. I was able to realize which graphic application worked better and which didn’t work at all. Some of the color theme were too dated and saturated.


7-ELEVEN | FORM DEVELOPMENT

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FORM DEVELOPMENT | 7-ELEVEN

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After the in class “surgery�, I realized that the size of the first FDM print was way too small so I went back to Solidworks to fix the scale and modify the curve on the edges of the body part. The new toothpaste form represents the key brand attributes much better.


7-ELEVEN | FORM DEVELOPMENT

I did a second path of color and material explorations to see what would be the best solution for the toothpaste design. We discussed that since the shape of the toothpaste if very unique, the color doesn’t have to be too strong in order to allow the form to speak for itself.

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FORM DEVELOPMENT | 7-ELEVEN

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7-ELEVEN | GRAPHIC APPLICATION PHASE 02

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GRAPHIC APPLICATION PHASE 02 | 7-ELEVEN

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7-ELEVEN | GRAPHIC APPLICATION PHASE 02

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GRAPHIC APPLICATION PHASE 02 | 7-ELEVEN

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7-ELEVEN | GRAPHIC APPLICATION PHASE 03

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Toothbrush

Toothpaste and floss

Shower Gel


GRAPHIC APPLICATION PHASE 03 | 7-ELEVEN

Wall Tab

Easycard

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Cups Label


7-ELEVEN | GRAPHIC APPLICATION PHASE 03

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GRAPHIC APPLICATION PHASE 03 | 7-ELEVEN

I was able to come up with six items for the new 7-Eleven brand, which includes the toothpaste, toothbrush, wall tab, shower gel, cups, and a 7-Eleven card that does mutiple tasks to simplify life.

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7-ELEVEN | MIDTERM PRESENTATION

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MIDTERM PRESENTATION | 7-ELEVEN

MIDTERM FINAL PRODUCTion EXTENSIONS development PRESENTATION BOARD

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7-ELEVEN | FINAL FORM DEVELOPMENT

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FINAL FORM DEVELOPMENT | 7-ELEVEN

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The toughest part of the process was applying colors to forms. Before spraying the colors, I had to sand the form and make sure that all surfaces are as smooth as they can be. And then I had to apply several layers of white primer in order to get a better finish. Lastly I sprayed the body part with white Tamiya color and the cap with orange Tamiya color. I also decided to spray the handle part of the toothbrush white in order to fit the rest of the products better.


7-ELEVEN | COLORS APPLICATION

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COLORS APPLICATION | 7-ELEVEN

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The colors turned out really close to what I had in mind and the glossiness is just enough for the toothpaste. The next steps are applying label and chroma tech to the body and the cap.


7-ELEVEN | CHROMA TECH

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CHROMA TECH | 7-ELEVEN

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7-ELEVEN | EXTENSIONS DEVELOPMENT

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EXTENSIONS DEVELOPMENT | 7-ELEVEN

From the class meeting before midterm presentation, the class helped me realized that the overall color palette was too dull and flat. The packaging line lacked the refreshing aspect, which can be solved by introducing a cool color like blue. I also added the orange soda and light bulbs to create a more complete set with items ranging in different heights. Now the entire packaging system reflects all of my key brand attributes and are becoming more realistic.

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7-ELEVEN | MIDTERM PRESENTATION

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The new 7-Eleven offers a systematic display of products and a digital app that satisfy customers needs instantly. The redesign enforces a refreshing and gratifying experience that simplifies life.

Digital

Refreshing

Gratifying

Systematic

Instant

Smart


MIDTERM PRESENTATION | 7-ELEVEN

Packaging Exploration

The removable cap also acts as the support when the package stands. This one was inspired by the Magic Mouse by Apple. Trying to see how I

This one has the shape that allows the package to stand tall or lay down.

can play with the interesting shape. This one has a rectangular neck, which allows it to sit still on the table.

This one sort of works as a pen or a lipstick. It’s very thin and portable.

This is also a version of the two in one package. Trying to keep the toothpaste and tooth brush small.

This is a combination of the toothpaste and the tooth brush.

This one splits into two sections, the bottom part being the toothpaste to save material.

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JUSTIN CHEN PACKAGING 02 FALL 2012


7-ELEVEN | MIDTERM PRESENTATION

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MIDTERM PRESENTATION | 7-ELEVEN

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Midterm presentation went really smooth. I was able to get valuable feedback from the class and from all three of the packaging teachers who visited. Since most of my packaging designs were approved, I can move on and think about store display to find the best way to feature all of the products. I also need to add a bag of chips and toilet paper rolls to the line to show a more complete system covering a wide range of products. The presentation board also needs to be refined since it is just repeating the products on the table.


7-ELEVEN | CONCLUSION

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CONCLUSION | 7-ELEVEN

CONCLUSION FINAL GRAPHIC APPLICATION PROFESSIONAL PHOTOGRAPHY CREDITS

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7-ELEVEN | FINAL GRAPHIC APPLICATION

7-Eleven Soft White Light bulbs

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7-Eleven Orange Soda


FINAL GRAPHIC APPLICATION | 7-ELEVEN

7-Eleven Outlets

7-Eleven White Cups

7-Eleven Easycard

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7-ELEVEN | FINAL GRAPHIC APPLICATION

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7-Eleven Shower Gel

7-Eleven Toilet Paper Roll

7-Eleven Shave Gel


FINAL GRAPHIC APPLICATION | 7-ELEVEN

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7-Eleven Toothpaste + Dental Floss

7-Eleven Sonic Toothbrush


7-ELEVEN | PROFESSIONAL PHOTOGRAPHY

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PROFESSIONAL PHOTOGRAPHY | 7-ELEVEN

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7-ELEVEN | PROFESSIONAL PHOTOGRAPHY

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The new 7-Eleven offers a systematic display of products that satisfy customer’s needs instantly. The redesign enforces a refreshing and gratifying experience that simplifies life.


PROFESSIONAL PHOTOGRAPHY | 7-ELEVEN

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7-ELEVEN | CREDITS

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CREDITS | 7-ELEVEN

JUSTIN CHEN justinchendesign.com 626. 841. 1458 jchen.graphics@gmail.com Packaging Design Two Instructed by Ania Borysiewicz Art Center College of Design 1700 Lida Street Pasadena, CA 91103 626. 396. 2200 artcenter.edu Fall 2012 Concept Images from Flickr.com Research Photography by Justin Chen Sketches and 3D Renderings by Justin Chen Final Product Photography by Jason Ware jasonware.com Font: Helvetica Neue Paper: 100 lbs Bright White Glossy Paper Printed and Binded by Color Images Copy & Print 2320 W Olive Ave Burbank, CA 91506 818. 567. 2900 colorimages.com

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7-Eleven Redesign  

A process book for the 7-Eleven Redesign project.

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