Creating Awareness (& Happiness) with a New Brand Identity

From Confusion to Renewed Direction

When home decor store Kirklands came to us in need of a rebrand, it was struggling with low brand awareness, brand confusion (it has no affiliation with Costco’s signature Kirkland brand), and the challenges of attracting a broader audience.

After a comprehensive workshop and archetype mapping exercise, we landed on a redesign strategy that laddered back to the “Innocent” archetype. This new direction was all about inspiring consumers to turn to Kirklands to make their home a place of renewal and happiness. The Innocent archetype acted as a filter for all creative assets, and steered the development of a new logo, color palette, promotional voice, and an evolved brand identity designed to excite and attract new customers—especially the Millennial DIYer.

Where It Took Us

The new branding is being rolled out across retail stores nationwide, and has helped Kirklands make noise in the crowded home decor space.
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