Kmart Redesign: Serendipity Bath & Body

Our group’s mission was to establish Kmart as the destination most preferred by customers. Kmart needs to focus on design that connects with it’s demographic on a psychological and emotional level. Kmart also needs to communicate quality and sophistication through strong product design and establish a deep brand identity throughout it’s locations. This has included building a sound 2 tiered “house of brands”, made up of 4 product lines with striking, unique brands names and fresh packaging that surpasses the standards set by it’s competition. Kmart’s new design purpose is to satisfy a need, simplify it’s customer’s lives, and make them feel good.

“Serendipity” to us, represents a line of luxurious Kmart bath and body products that consumers would never expect to come across in a Kmart, but would feel fortunate in discovering it. Because we wanted to target a younger, female audience, we create a line such as this within Kmart’s own salon and spa. Women would have the opportunity to pamper themselves while purchasing their day to day necessities at an affordable price, further enhancing the new Kmart shopping experience. We also wanted to stress a very gender neutral feel along with Spanish translations to create a sense of inclusiveness and appreciationtowards their minority consumers.