Student Spotlight: Rebranding Kmart

Recent graduates of the Academy of Art University, Renata Gandha, Caitlyn Gibbons, and Derek Smith, and Linda Soelystio completed a conceptual redesign of the Kmart brand, under the guidance of Michael Osborne.

"We targeted a fictional everywoman named Chloe. She is the fashionable, young, post-college woman establishing her independence; she's the new mom who's doesn't want hand-me-downs; she's a baby-boomer who does NOT consider herself an old fart. To help Kmart stand out among their competitors and gain market share, we created two tiers; Vida, a higher end price point for food, home, and health and beauty and K, an economical alternative for every day needs. An organic line spun off of the K line, seeking to reach a broader audience with select fair trade and organic products. Full Belly Bistro is a Kmart-endorsed, kid friendly cafe that offers the perfect pick-me-up for both mother and child after a shopping spree. Across categories, our team pushed to create innovative packaging to ease consumer use, from corner tabs on spices to push dispensers on milk. We firmly believe that with such design-forward items, Kmart could keep current consumers and attract new ones from their competitors."

Comments

[Pete Holland]

If Kmart's stuff looked like this, I'd shop there.

[Kahlil]

That is some great work. Kmart® should take note.

[Erin at Vale Design]

I second Pete's comment! I would shop there too. Great work. Bright color palettes and very cohesive branding. Well done!

[Art School]

Congrats Renata Gandha, Caitlyn Gibbons, Derek Smith, and Linda Soelystio! It's great to see our students on other websites getting the exposure they justly deserve!

[TJ]

It's very much like the Target brands

[LKH]

It's very much like a lot of other brands out there.

[JuliAnn Miller]

Mostly nice designs. Not feeling the milk, lightbulbs, and condoms. So generic and sterile, seems over-done lately. But the other ones are really nice.

[Trevor]

I like this, but I like Target too and this is basically the same thing.

[Sarah]

I would buy any one of these products just based off of the packaging. I love the full belly bistro - beautiful design!

[alberto chacon]

Congratulations
Great Job
Unhopefully I´m not Kmart´s CEO to make this rebrand project a reality.


My best wishes for my collegues

Alberto