Amazing rebranding of 7-Eleven Japan by Kashiwa Sato

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Kashiwa Sato has been a notorious figure when it comes to completely re-imagining a company. To completely transform the look and image of a brand. And he has been very successful in doing so. Just have a look at his client list which ranges from Uniqlo to Issey Miyake to NTT Docomo. Sato took up the project to completely revamp 7-Eleven back in 2010. Starting from re-structuring the stores and re-naming the different food categories to overhauling the packaging of nearly 1700 products.

Alongside this pretty daunting task, he also renamed the 7-Eleven coffee section to Seven Café and worked on the whole range of coffee related products including the coffee-maker itself. With success – Seven Café became the number one selling coffee brand in Japan. And just under one year after being introduced to the market.

The essence of Kashiwa Sato’s approach to design is thinking about one core message he wants to convey. And starting from this trying to implement it into the whole design approach. The result is a very clear packaging design where every unnecessary information was left out and the product becomes the main

7-Eleven in Sweden got a rebranding as well but with a completely different approach. The Scandinavian design agency BVD was hired for that job and opted for a bold 60s color palette revival.

All images © Kashiwa Sato

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