Student Spotlight: Revitalized Kmart Branding System

by First name Last name on 05/10/2010 | 4 Minute Read

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A student project with the objective to create a revitalized branding system that would reposition Kmart as a leader in the retail world.

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New works from Cristina Rotundo, Maya Ostrander, Nicole Berman, Juancarlos Henriquez, and Woorim Choi:

"As part of a class project developed by Michael Osborne at the Academy of Art Univeristy, our group's objective was to create a revitalized branding system that would reposition Kmart as a leader in the retail world. 

Inspired by Kmart’s heritage, we combined it's deep–rooted retail history with a welcoming visual aesthetic, strengthened environmental values, and a focused marketing strategy. The result is a house of brands organized in a four-tier system according to a price point and lifestyle criteria that adds value to the consumer’s shopping experience and strives to attract a younger consumer base."

See all four different lines after the jump. Which one is your favorite?

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We honored the founder’s parents by naming this first tier after them. Catherine & Sebastian offers premium products at a great value. The package design for these home goods are rich and sophisticated, providing the consumer with a sense of pride in their purchase.

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A sub-brand of Catherine & Sebastian, C+S offers a line of premium products for babies, toddlers, and mothers. Innovative packaging structures, like the rice milk four-pack, promote learning and brand loyalty: The cubed bottle caps help teach children the letters of the alphabet, while collecting them encourages the continuous purchase of a Kmart product.

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Kmart became well known for it’s “Blue Light Specials” in the early 90s. We recognized the value in the strong connection people made between these promotions, Kmart, and savings. To expand this idea into Kmart’s own private line, we took a cue from the French word soleil (meaning sun), and transformed it into a renewed “light”, for a renewed Kmart. Inspired by the natural beauty and goodness of the sun, K Soleil  products pair sustainable materials and organic ingredients with the talent of local artisans. 

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Serendipity honors the meaning of its name: good luck in making unexpected, fortunate discoveries. Determined to make the new Kmart a one-stop shopping experience, we created the Serendipity beauty salon, (to be located inside Kmart stores), and a line of beauty products that makes a direct connection to the salon. This reciprocal connection strengthens the presence of the beauty salon, while visiting the salon further promotes the Serendipity brand. //

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