最近日本的7-11(SEVEN & i Holdings) 以及台灣的7-11，針對自有商品的部分，做了一系列新的設計。日本的SEVEN&i請到了佐藤可士和，從名稱建議、商標，到整體的自有商品包裝，做了一系列的更動。而台灣的7-11，之前推出自有商品的包裝不受好評之後，迅速請來了日本的另一名設計大師 -- good design company的水野學，針對部分自有商品（零食、飲料包裝），做了新的設計。

整體而言，雙方皆是為了提升自有品牌的質感：佐藤將原本的LOGO簡化之外，將LOGO變成一個容易使用的正方形，創造出機能性的設計，並帶入金色來打造自有商品中的premium系列；水野學則先瞭解台灣的消費者習性，運用大量的白色以及乾淨的編排設計，打造出有別於一般台灣市面看到的零食商品。不同的人民，不同的習性，作出不一樣風格的設計。你喜歡那一款？: )

SEVEN&i by Kashiwa Sato

7-select by 水野學

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當女性的市場漸漸擁擠之後（但應該永不會飽和吧），愈來愈多品牌開始打開男士們的心房，推出各式各樣的男士居家生活用品。這個由美國Baxter of California（男士專門品牌）推出的香氛蠟燭，不僅味道選擇充滿野性的木頭香味，包裝上則請到大名鼎鼎的Marc Atlan來做設計。Marc之前和COMME des GARCONS、Helmut Lang以及YSL合作過，此次和Baxter of California推出的包裝，已得到多項大獎。

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