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