The great points of Kashiwa Sato!
The Seven-Eleven as its masterpiece
In Kashiwa Sato’s design, there are lots of remarkable things such as a variety of contemporary little art, production related to the concept of the whole program, design for advertisements and product brands.
Among them, the project to unify the designs of products of PB private brands, which are not supposed to be unified based on each different convenience stores by companies’ ownership, personnel, or product setting era, but he succeeded this Seven-Eleven design renewal project not with the feeling of which the design that each company individually created, but rather with the atmosphere such as “Seven-Eleven produced as a product or service” to the front.
In the past PB companies’ products, there are variations due to slight differences in fonts and colors, and so there are visual problems such as “I bought it but it’s not fashionable” “looks not much different from what I bought separately at grocery stores”, thus there was such a problem that it was not fit for the sense of living of the people who rather to purchase necessities for daily life at convenience stores, not at a grocery stores.
Living smartly = In terms of unifying the design points of the refrigerator and the whole area of the house, the former MUJI also traced the same circumstances, but this time by hiring a designer of this era Kashiwa Sato, it can attract and lead the certain generation of mothers, who have seen his designs with their children in the infant pediatric programs or etc, by the quality products or pricing→ There are advertising effects such as superior advertisement effect that it can be derived from the same design even in the same supermarket which is located a bit far away.
Although it is said as “too simple, what is design?”, but in a simple way it blends into life, and the fact that the good amount of information quantity and well-calculated design like “with this design, it can be set in a house and blends” makes him as the representation of young and edgy designer.
Anyhow it is easy to understand, simple and familiar, but if you line up with other products there is quite a sense of catchiness.
Once they are arranged in the Seven-Eleven PB design while there are a lot of products from other companies, how well it blends in and the differences are clear to be seen.
It is worth to be paid attention once because of the fact that his design is the model and example of the product designs and branding which made the foreign tourists to think as “Japanese convenience stores are great”.
Anyhow it is easy to understand, simple and familiar, but if you line up with other products there is quite a sense of catchiness.
Once they are arranged in the Seven-Eleven PB design while there are a lot of products from other companies, how well it blends in and the differences are clear to be seen.
It is worth to be paid attention once because of the fact that his design is the model of the product designs and branding strategy which made the foreign tourists to think as “Japanese convenient stores are just amazing”.
