Student?Work?–?Berman……, 此作品原作者为 Nicole?Berman,?Crist “Objective:?Kmart?needs?to?connect?with?its?demographic?on?a?psychological?and?emotional?level?to?communicate?quality?and?sophistication?through?strong?product?design?and?establish?a?deep?brand?loyalty?throughout?its?many?locations.?Kmart?also?needs?to?focus?on?their?customers?needs?as?apposed?to?just?their?wants.?The?objective?of?this?project?was?to?redesign?Kmart’s?packaging?by?developing?a?revitalized?and?refocused?branding?system.?This?was?a?collaborative?project?with?four?other?students?to?create?a?house?of?brands?for?a?new?Kmart?that?will?bring?it?above?and?beyond?its?competition,?Target.

Solution:?To?make?Kmart?the?destination?most?preferred?by?customers?to?shop?we?created?a?house?of?brands?to?establish?brand?loyalty?at?its?strongest.?Each?tier?will?reflect?an?element?of?Kmart’s?history?brought?back?to?life?through?the?product?and?package?design.?Tier?1:?Catherine?&?Sebastian,?a?high-end?line?of?home,?food,?and?pet?products?dedicated?to?Kmart’s?founding?couple.?Tier?2:?A?subbrand?of?Catherine?&?Sebastian,?C+S,?a?children’s?line?of?food,?clothing,?and?accessories.?Tier?3:?Soleil,?our?blue?light?special?inspired?line?providing?everyday?eco-friendly?home,?food,?and?pet?products?at?affordable?prices.?Tier?4:?Serendipity,?Kmart’s?bath?and?beauty?product?line.”