7-Eleven Grows 7Select in Taiwan

7select soup frontOmnipresent convenience retailer 7-Eleven has introduced a new iteration of its Private Brand 7Select in Taiwan. 7-SELECT instant soup provides easy-to-cook and convenient instant soup. The packaging design created by ANGLE visual integration includes a variety of soup names and pattern designs, which differentiate the flavors and associate the consumers with the Eastern and Western styles of soup. Prominent food photography is used to send precise and correct information of the merchandise to the consumers in the shortest period of time. The overall color combination intensifies the contrast with other merchandise on the shelf. Furthermore, unique colors are allocated to heighten the characteristics of the soup and to increase consumers’ purchase intention.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.