enspire.

graphicporn:

(Nico Dalia / Nemo Studio)

I flicked through this the other day, it’s beautiful 

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taiwanesefood:

萵苣雨傘，這太妙了XDDD—-Vegetabrella(ベジタブレラ) タイプ / 折りたたみ傘 / 4,725円(税込)

(via letstalkdirtyinhawaiian)

designaemporter:

creeze

go-and-catch-a-falling-star:

Minimalist Book Covers

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(via The Noun Project » ISO50 Blog – The Blog of Scott Hansen (Tycho / ISO50))

rickylinn:

Here’s the first week’s HW… market ‘research’ of 7-Eleven and where the rebrand could potentially go. 

It’s way too small to read everything in there so… here’s the written portions.

1. Is there a problem, and if so what is it?

The 7-Eleven brand has remained unchanged over the last four decades. The current logo was implemented in 1970 and has stayed the same to this day. While it has commendably held up for over forty years, their logo and branding has aged over the last decade and it shows. The brand has become one-dimensional and synonymous with just another convenience store that you don’t feel too entirely safe being in when it gets late into the night. It has cornered itself into the convenience store market so well that they can no longer expand its brand past that perception in their audience’s mind. Their products are not perceived as great quality but rather just an acceptable solution in exchange for convenience. 

2. How do you know this?

Every trip to a 7-Eleven is made out of a neccessity. Going to a 7-Eleven is certainly not an experience that people look forward to and are pleased about. And one typically just spends a few minutes to get what they need fast and get out. In exchange for its prevalence, efficiency, and ultimately convenience, customers are willing to lower their expectations of the quality of the products they can buy at a 7-Eleven. And as the world’s largest chain of convenience stores in the world with over 46,000 stores worldwide and an annual revenue of $17 billion, shouldn’t 7-Eleven look and feel the part?

3. Who is the current audience/consumer?

7-Eleven serves customers of all age groups, but teenagers, young adults, and adults make up a bigger share of their customer base.

4. How does the client make money?

7-Eleven’s private labels of 7-Select, Slurpee, and Big Gulp drinks are their biggest sellers, but all of their merchandising add towards their income. 7-Eleven also partners with a number of other companies and organizations to drive promotions of both their products. The company in the last  two decades have launched their own offerings of fresh food-to-go like sandwiches, wings, and other snacks.

5. What part of the brand is successful?

7-Eleven prides itself on being available to their customers wherever and whenever they need them. And to that end they have succeeded better than any chain of convience store on the planet. With nearly 8,000 stores in the U.S., 25% of Americans live within a mile of a 7-Eleven store. 7-Eleven has lived up to their promise of making people’s lives a little easier. 

6. What part of the brand fails?

7-Eleven is the number one chain of convenience stores in the world. It has over 46,000 stores worldwide and has been in business for over 80 years. Yet they remain squarely rooted in their origin as a convenience store. They have expanded their line of offerings with their private label lines like 7-Select but it has failed to differentiate 7-Eleven from any other convenience store that you would find next to a gas station. 7-Eleven has the ubiquity and the capital to really pull ahead of their competition, but instead they remain blended into a saturated market of convenience stores, opting instead to beat their competition by sheer quantity than quality.

7. What are the characteristics of the client’s products today?

Convenient

Fast

Ubiquitous

Recognizable

Efficient

Low quality private label line

Variety of products offered

Almost non-existant customer service

Sub-par food

Utilitarian

Cheap looking brand image

No brand loyalty

No interaction with customer base

Goals:

1. What should the client be in 5 years?

7-Eleven needs to move away from being content with their cheap convenience store image and reposition itself towards a more upscale clientele. Being the number one convenience chain in the world, they need to look and feel like they’re number one as well. 7-Eleven already has the capital, technology, and resources that can put them far in front of their competitors, but fall behind in differentiating themselves from the engrained image of what a traditional convenience store should be, mainly due to the associations their customers have made with their logo over the last 80 years. They need a new visual brand that raises their brand value from just another cheap convenience store to one that assures trust  and quality. They need a new visual language that communicates with their core audience of children to adults and build brand loyalty with that demographic. In building towards a higher clientele, 7-Eleven needs to consolidate their offerings down and offer better quality products rather than just being about variety. And instead, open up their brand to offer more community-driven services than products. 7-Eleven claims that they are more than just a convenience store, but right now that is exactly what it is and will continue to be if it doesn’t change. It is time to refresh and rethink the brand.

2. What are the characteristcs that define this?

Fast

Convenient

Ubiquitous

Recognizable

Upscale

Trustworthy

Safe

Fun

Friendly

Inviting

Efficient

High quality

Good value

Community-driven

Community-conscious

3. Who should the audience(s) be?

The general public, but with an added emphasis on building brand loyalties with children, teenagers, young adults, and adults.

4. How do they reach this goal?

A new visual language and brand to break away from their convenience store image.

Offer less but better products.

Build on their 7-select brand to build brand presence.

Install seated areas in-store to build on their line of food offerings.

Introduce new services and technology into the store.

Be aware of what is happening locally and be an active player in the community.

Improved management, improved employee performance, and better customer experience.

Improved customer-brand interaction and engagement

Join together with other organizations that need a 24hour service inside them (hotels for example)

Continue running promotional campaigns with companies and organizations that will appeal to the intended audience.

5. What should the client’s visual tone be?

A refreshed visual that is fun and energetic that reflects its 24 hour store hours, but with a touch of sophistication that helps bring it to another level of retail. Breaks away from traditional convenience brand conventions. A brand that customers will be proud to carry around and show off.

6. Show us other brands with these characteristics.

Target, Starbucks, Fresh & Easy, Panera

ffffffound:

Google Reader (1000+)

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