Category_ Delicatessen / Lead Designer: Megan Kearney

CATEGORY_ DELICATESSEN / LEAD DESIGNER: MEGAN KEARNEY

Category_ Delicatessen / Lead Designer: Megan Kearney

Category_ Small Batch Chocolates / Lead Designer: Yejoo Kwon

Category_ Cold Pressed Juice / Lead Designer: Megan Kearney

Category_ Organic Milk Products / Lead Designer: Huy Tran

Category_ OTC + Medicine / Lead Designer: Hoimei Lin

Category_ Water-based Cleaning Products / Lead Designer: Frida Thomsen

Category_ Kitchenware / Lead Designer: Frida Thomsen

House of Brands

COURSE_ PACKAGE DESIGN 4
INSTRUCTOR_ MICHAEL OSBORNE
PACKAGING_ CONSUMER PRODUCT GOODS

CORE TEAM_ MEGAN KEARNEY, FRIDA THOMSEN, HUY TRAN, HOIMEI LIN, YEJOO KWON

 

OBJECTIVE

Create a branding solution for Costco’s store brand, Kirkland Signature, and redesign their identity.

CHALLENGE

How can we get today’s younger crowd to start shopping more frequently at Costco? Our challenge was to redesign their in house brand Kirkland, as well as create new private stand alone brands for Costco. We had to think of reasons why millennials today don’t shop in bulk, so we researched and observed their behaviors and habits to try to find a solution that would allow Costco to attract more diverse consumers. 

SOLUTION

Our goal was to create a diverse store brand that adapts to fit each category in order to compete with name brands, opposed to a variety of categories that were cohesively designed.

As a group, we decided to target the millennials with an efficient, modern and clean look. Many millennials today are consciously aware about the environment, live a healthy lifestyle filled and consume products that contains no artificial colors or flavoring, and are up to date with the latest trends when it comes to healthy products and lifestyles.

What Costco lacks are products that feel trendy and fresh that grabs the younger crowds attention. The package design and products have to stand out from the expected that we typically see in wholesale environments, or millennials will simply just ignore it. Not only should the packaging feel fresh and modern, but the products themselves must be high quality and environmentally conscious.

Our goal was to highlight some premium product categories through the use of the 'K' label system. Our categories under the 'K' brand are: Delicatessen, Superfoods, Small Batch, Raw Ingredients and Organic. Other products that don't have special qualities such as these, they do not have a 'K' label; as seen in kitchenware, cleaning products and OTC/Vitamins.