Student Spotlight: Revitalized Kmart Branding System

 

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

  

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?

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.

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.

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. 

 

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. //

Comments

[Tommypez]

this stuff is unbelieveable. if Kmart really did this, they could have a chance to edge out Target as the new mecca for suburban hipsters.

[Jdearmond]

This definitely looks great, but I don't think it would work for Kmart. People who are enticed by the "Blue Light Special" are not going to have the same reaction to "Soleil."

One thing I don't think the design schools successfully teach is the importance of your audience. Kmart seems to be blue collar and working class. Unfortunately for them, the same as Walmart. And Target has the upper-middle demo locked down, so they can't edge them out. A Kmart refresh would have to work on paving new ground somewhere and I don't think design like this would do it, as beautiful as it is.

[moonlightmile15]

I wouldn't say it was the school being unsuccessful at teaching demographics. They do. The student's, in this case, were given the freedom to push the idea of what the basis behind the "blue light special" could be without looking like the "blue light special", and of course, this was all based on thorough research and very knowledgeable feedback from the teachers.

Kmart remains the third largest discount store retailer on earth. In a perfect world, packaging that portrays a higher price point, but remains affordable, and also aids in medicating the lack luster shopping experience Kmart currently offers, is something that Kmart could back and finance. And they are in way doing this already: http://www.kmartdesign.com/

Currently, Kmart is targeting 55+, low income persons. As loyal as this base is, it is restrictive. Kmart should be focusing on recovering their original demographic, and capturing new shoppers for the future: 18-45 years of age, families with children, young mothers, with focus on minorities, affluent people who appreciate quality but who are price conscious, people who want a one stop shopping “experience” for name brands that are cost effective.

Realistically, any exploration that does not reflect Kmart's current position is successful.

In the end, whether the line works or not, it was an amazing learning experience.

[www.facebook.com/profile.php?i]

Brilliantly done work. As a student of an Art School a little bit more focused on "conceptual" design, I really value work like this and wish that my school (OTIS) would support more "commercial" work. I love how enveloping and engaging everything is. I will say, it is a curious bit more "Target" than I think K Mart is going for these days...but it is definitely refreshing. I mean, where is K Mart these days? They fell off the map it seems.

I think they are long due for a rebrand a la Walmart (ugh...) to revitalize what little market share I am assuming they have.

Great GREAT work!