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.