Kitchen Stuff Plus Rebrand —

Kitchen Stuff Plus Rebrand —

How might we enhance the retail shopping experience at Kitchen Stuff Plus?

How might we enhance the retail shopping experience at Kitchen Stuff Plus?

heroimage

TYPE

TYPE

Identity/Corporate Design, UI/UX, Environmental Design, Print

Identity/Corporate Design, UI/UX, Environmental Design, Print

TOOLS

Sketch, Adobe InDesign, Adobe Illustrator, Adobe Photoshop

TIMELINE

September - December 2018

Old identity

ksp_oldlogo

New identity

ksp_newlogo

What is the current problem?

What is the current problem?

What is the current problem?

What is the current problem?

To start off, Kitchen Stuff Plus is a discount retailer in houseware and home decor located in Ontario, mainly in the GTA. The current logo of the company has a gritty and bold feeling. However, the identity is a little bland and doesn’t quite resemble the look and feel they aim for. There isn’t much personality into the logo although they take pride in an inviting atmosphere with enthusiastic team members.

In addition, the design and feel of their different medias, environments, and applications feel separate and inconsistent. Due to inconsistency of branding, the identity lacks effectiveness and can definitely affect numbers in loyal customers especially while there are other competitors such as IKEA, Canadian Tire, and Bed, Bath & Beyond.

Customers like to invest into companies and products that they can trust and a huge part that may affect this decision is the company’s branding, identity and what they stand for.

To start off, Kitchen Stuff Plus is a discount retailer in houseware and home decor located in Ontario, mainly in the GTA. The current logo of the company has a gritty and bold feeling. However, the identity is a little bland and doesn’t quite resemble the look and feel they aim for. There isn’t much personality into the logo although they take pride in an inviting atmosphere with enthusiastic team members.

In addition, the design and feel of their different medias, environments, and applications feel separate and inconsistent. Due to inconsistency of branding, the identity lacks effectiveness and can definitely affect numbers in loyal customers especially while there are other competitors such as IKEA, Canadian Tire, and Bed, Bath & Beyond.

Customers like to invest into companies and products that they can trust and a huge part that may affect this decision is the company’s branding, identity and what they stand for.

A rebrand for Kitchen Stuff Plus will invite customers to better interact with the company through an inviting shopping experience and showcase of their everyday needs.

A rebrand for Kitchen Stuff Plus will invite customers to better interact with the company through an inviting shopping experience and showcase of their everyday needs.

A rebrand for Kitchen Stuff Plus will invite customers to better interact with the company through an inviting shopping experience and showcase of their everyday needs.

A rebrand for Kitchen Stuff Plus will invite customers to better interact with the company through an inviting shopping experience and showcase of their everyday needs.

A rebrand for Kitchen Stuff Plus will invite customers to better interact with the company through an inviting shopping experience and showcase of their everyday needs.

Mission & Values

As I started off the project by researching more about Kitchen Stuff Plus and its’ background, I got to understand their mission and values as a company. Through research, I was able to find that their core mission was: to create a value-added shopping experience that exceeds expectations by providing incredible savings, superior selection and exceptional service.

As I started off the project by researching more about Kitchen Stuff Plus and its’ background, I got to understand their mission and values as a company. Through research, I was able to find that their core mission was: to create a value-added shopping experience that exceeds expectations by providing incredible savings, superior selection and exceptional service.

Current Identity

ksp_oldlogo

LOGO

LOGO

The current logo of the organization has a gritty and bold feeling. However, the identity is a little bland and doesn’t quite resemble the look and feel they aim for. There isn’t much personality into the logo either and although they take pride in an inviting atmosphere with enthusiastic team members, their logo doesn’t quite seem to match this description.

The current logo of the organization has a gritty and bold feeling. However, the identity is a little bland and doesn’t quite resemble the look and feel they aim for. There isn’t much personality into the logo either and although they take pride in an inviting atmosphere with enthusiastic team members, their logo doesn’t quite seem to match this description.

TYPOGRAPHY & COLOURS

TYPOGRAPHY & COLOURS

The brand’s colours are quite harsh and bold with little hierarchy in typography. As shown on the right, everything is typeset with a bold font with bold colours which all come off as harsh and less of the inviting tone that they wish to have.

The brand’s colours are quite harsh and bold with little hierarchy in typography. As shown on the right, everything is typeset with a bold font with bold colours which all come off as harsh and less of the inviting tone that they wish to have.

imagery

IMAGERY

IMAGERY

The banners/imagery consist of clean looking, modern flat lays with pops of colours that shows the wide variety of products that they sell.

The banners/imagery consist of clean looking, modern flat lays with pops of colours that shows the wide variety of products that they sell.

mainwebsite

Main website

blogwebsite

Blog website

WEBSITE

WEBSITE

The current identity is carried throughout the website by using certain colours, typefaces, and photos that follow their original brand guideline. However, there is a slight difference in visual style between their main website and blog website. The main website is much more busier and does not have much typographical hierarchy whereas the blog website is more simple and has a typographical hierarchy (but uses a different typeface than the main website).

The current identity is carried throughout the website by using certain colours, typefaces, and photos that follow their original brand guideline. However, there is a slight difference in visual style between their main website and blog website. The main website is much more busier and does not have much typographical hierarchy whereas the blog website is more simple and has a typographical hierarchy (but uses a different typeface than the main website).

flyers

FLYERS/PROMOTIONS

FLYERS/PROMOTIONS

The flyers carry out the identity’s imagery style. The visual style is quite different as it uses a lot of bold text and dark colours. This is especially different from their blog website where it is more light and airy.

The flyers carry out the identity’s imagery style. The visual style is quite different as it uses a lot of bold text and dark colours. This is especially different from their blog website where it is more light and airy.

SOCIAL MEDIA

SOCIAL MEDIA

The current logo is used as the social media’s profile icon. However, the iconography is almost opposite from the logo — while it is light and thin, the logo shows otherwise with boldness and grit. The identity of the company here can be confusing. On the other hand, the Instagram feed uses similar strategy in imagery in current identity: pops of colour, use of flat lays, modern, and clean.

The current logo is used as the social media’s profile icon. However, the iconography is almost opposite from the logo — while it is light and thin, the logo shows otherwise with boldness and grit. The identity of the company here can be confusing. On the other hand, the Instagram feed uses similar strategy in imagery in current identity: pops of colour, use of flat lays, modern, and clean.

socialmedia

Identity Issues

Though the media and environments use similar elements, typefaces, and colours, the design and feel of the different medias/environments feel separate and not as consistent in design. The social media aspect, especially, seems of a different feel when they start to incorporate thin icons (which isn’t seen anywhere else). In addition, there is inconsistency in the web design as the main website vs. blog website look and feel differently.

Though the media and environments use similar elements, typefaces, and colours, the design and feel of the different medias/environments feel separate and not as consistent in design. The social media aspect, especially, seems of a different feel when they start to incorporate thin icons (which isn’t seen anywhere else). In addition, there is inconsistency in the web design as the main website vs. blog website look and feel differently.

A Mobile Opportunity

Currently, Kitchen Stuff Plus does not have a mobile application. A mobile experience would be helpful, especially for certain demographics/new homers. It could be a way that users can interact in another way with the organization. A mobile experience would allow a more accessible and mobile friendly experience to shop or browse and plan before entering the store.

Currently, Kitchen Stuff Plus does not have a mobile application. A mobile experience would be helpful, especially for certain demographics/new homers. It could be a way that users can interact in another way with the organization. A mobile experience would allow a more accessible and mobile friendly experience to shop or browse and plan before entering the store.

Competitive Analysis

After researching the background and history of Kitchen Stuff Plus, I dug deeper into research and did a competitor analysis to understand the market and competitors of Kitchen Stuff Plus. I did this phase of the project before actually diving into the process of designing the rebrand.

After researching the background and history of Kitchen Stuff Plus, I dug deeper into research and did a competitor analysis to understand the market and competitors of Kitchen Stuff Plus. I did this phase of the project before actually diving into the process of designing the rebrand.

competitor

Some of the organization’s main competitors that are in the same market include: IKEA, Bed, Bath & Beyond, Canadian Tire, etc. Many of the visual identities of the competitors remain simple with a maximum of two colours used. These visual identities are seen as being constrained by a certain shape.

Some of the organization’s main competitors that are in the same market include: IKEA, Bed, Bath & Beyond, Canadian Tire, etc. Many of the visual identities of the competitors remain simple with a maximum of two colours used. These visual identities are seen as being constrained by a certain shape.

Rebrand Direction

Rebrand Direction

After researching the company and understanding the challenges in its current identity, I created a brand strategy by coming up with an one-sentenced objective and 3 keywords, with a moodboard, that would summarize the essence of the rebrand. In addition, I came up with a summary of challenges that may come with the rebrand (which stems from the current challenges of the identity now).

After researching the company and understanding the challenges in its current identity, I created a brand strategy by coming up with an one-sentenced objective and 3 keywords, with a moodboard, that would summarize the essence of the rebrand. In addition, I came up with a summary of challenges that may come with the rebrand (which stems from the current challenges of the identity now).

OBJECTIVE

OBJECTIVE

The aim is to make Kitchen Stuff Plus a more approachable and valuable experience to build a relationship and connection with customers.

The aim is to make Kitchen Stuff Plus a more approachable and valuable experience to build a relationship and connection with customers.

SUMMARY OF CHALLENGES

SUMMARY OF CHALLENGES

1. A scalable and versatile mark that is identifiable and approachable to customers.
2. An identity that portrays Kitchen Stuff Plus’ personality and connects with customers on a personal level.
3. A refinement of Kitchen Stuff Plus’ values in loyalty and enthusiasm with a clear business strategy going forward.
4. A systematic approach to provide consistency among different media vehicles of which the identity is applied.

1. A scalable and versatile mark that is identifiable and approachable to customers.
2. An identity that portrays Kitchen Stuff Plus’ personality and connects with customers on a personal level.
3. A refinement of Kitchen Stuff Plus’ values in loyalty and enthusiasm with a clear business strategy going forward.
4. A systematic approach to provide consistency among different media vehicles of which the identity is applied.

ESSENCE WORDS

ESSENCE WORDS

Playful
The re-brand should display a playful approach which will make the experience of shopping and interacting with the organization more enjoyable and less of a “chore”.

Playful
The re-brand should display a playful approach which will make the experience of shopping and interacting with the organization more enjoyable and less of a “chore”.

playful

Authentic
The re-brand will stick to the organization’s initial roots and values of serving loyalty and enthusiasm to further relate and connect with customers on an engaging level.

Authentic
The re-brand will stick to the organization’s initial roots and values of serving loyalty and enthusiasm to further relate and connect with customers on an engaging level.

authentic

Loyal
The re-brand will emphasize one of its’ biggest values in providing enthusiasm to customers and building loyal customer relationships.

Loyal
The re-brand will emphasize one of its’ biggest values in providing enthusiasm to customers and building loyal customer relationships.

loyal

Concept Development

Next, I developed a concept based on the 3 essence words I created. I did many design sprints and decided to fully go through this emblem concept. Below are the some of the quick sketches from the design sprints.

Next, I developed a concept based on the 3 essence words I created. I did many design sprints and decided to fully go through this emblem concept. Below are the some of the quick sketches from the design sprints.

From these sketches, I decided to further develop the concept of the emblem. Below are the steps I took to develop the concept.

From these sketches, I decided to further develop the concept of the emblem. Below are the steps I took to develop the concept.

sketch

1. Sketching/Hand-Lettering
I started off with an emblem sketch with the intention of using custom type. Next, I image traced my hand-lettering and cleaned it up. I made a rough digital logo off my sketch.

1. Sketching/Hand-Lettering
I started off with an emblem sketch with the intention of using custom type. Next, I image traced my hand-lettering and cleaned it up. I made a rough digital logo off my sketch.

digitized

2. Digitizing from sketch
I made a rough digital logo off my sketch and cleaned up any uneven/rough lines from image tracing my lettering. Through this, I was able to get a more refined vision of my sketch.

2. Digitizing from sketch
I made a rough digital logo off my sketch and cleaned up any uneven/rough lines from image tracing my lettering. Through this, I was able to get a more refined vision of my sketch.

treatments

3. Exploring different treatments
I started to explore different ways I could treat my type setting (rather than squishing it at the bottom) and any imagery/symbols that I decided to include.

3. Exploring different treatments
I started to explore different ways I could treat my type setting (rather than squishing it at the bottom) and any imagery/symbols that I decided to include.

colours

4. Exploring colours
After knowing which direction I wanted to go with, I started to explore colour choices. I wanted to keep a red but slightly more playful and brighter than the original. I also experimented by adding a secondary colour.

4. Exploring colours
After knowing which direction I wanted to go with, I started to explore colour choices. I wanted to keep a red but slightly more playful and brighter than the original. I also experimented by adding a secondary colour.

variations

5. Variations
Along the process of creating the main and full logo, I was experimenting with different variations of the logos. At this stage, I finalized the variation applications of the identity (horizontal, vertical, small, in reverse, etc.)

5. Variations
Along the process of creating the main and full logo, I was experimenting with different variations of the logos. At this stage, I finalized the variation applications of the identity (horizontal, vertical, small, in reverse, etc.)

Throughout the process of developing the logo mark, I continually refined it so that it was clean and scaleable. I found this important to finalize before creating other material for the brand. This allowed me to understand the brand guidelines more.

Throughout the process of developing the logo mark, I continually refined it so that it was clean and scaleable. I found this important to finalize before creating other material for the brand. This allowed me to understand the brand guidelines more.

New Identity

The rebrand of Kitchen Stuff Plus creates an identity to customers that reinforces their values and personality. The aim was to make Kitchen Stuff Plus an identity that provides an approachable and valuable experience in home shopping. Through the new identity, there is an emphasis on customer relationship in a enthusiastic, playful, and authentic way which was not present with their old identity. In this way, the new identity is more aligned with their personality and mission.

Below is the Graphic Standards document created of the new identity.

The rebrand of Kitchen Stuff Plus creates an identity to customers that reinforces their values and personality. The aim was to make Kitchen Stuff Plus an identity that provides an approachable and valuable experience in home shopping. Through the new identity, there is an emphasis on customer relationship in a enthusiastic, playful, and authentic way which was not present with their old identity. In this way, the new identity is more aligned with their personality and mission.

Here is a link to the Graphic Standards document of the new identity: https://drive.google.com/file/d/1lb5BBI4LE5XArgHBGMjpIm3CY49HSnHw/view?usp=sharing

Reflection

CHALLENGES

CHALLENGES

Creating a scaleable logo mark
One challenge that I faced within this project was to make a logo that was capable of being scaleable in any instance it is used — whether it is used in a giant or little space. The solution that I made can be found in the Graphic Standards Manual where there is a set minimum size to the logo mark, as well as variations that can be used in different cases. 

Consistency of brand within different environments
In the company’s current brand strategy, there is a bit of confusion in visual identity across different platforms and environments. Trying to tackle this challenge was a bit tricky since it was more about finding the balance between not including every element everywhere in each environment, but about having components that tied together across different environments. Throughout the process, I was using iconography and patterns in almost any instance. However, I realized that it does not need to be introduced in every environment for the brand to be consistent.

Creating a scaleable logo mark
One challenge that I faced within this project was to make a logo that was capable of being scaleable in any instance it is used — whether it is used in a giant or little space. The solution that I made can be found in the Graphic Standards Manual where there is a set minimum size to the logo mark, as well as variations that can be used in different cases. 

Consistency of brand within different environments
In the company’s current brand strategy, there is a bit of confusion in visual identity across different platforms and environments. Trying to tackle this challenge was a bit tricky since it was more about finding the balance between not including every element everywhere in each environment, but about having components that tied together across different environments. Throughout the process, I was using iconography and patterns in almost any instance. However, I realized that it does not need to be introduced in every environment for the brand to be consistent.

WHAT I LEARNED

WHAT I LEARNED

Creating a Graphic Standards Manual
This was my first time creating a Graphic Standards Manual and I learned about the level of detail and thought that needs to be carried out in order for a successful brand to play out. Rules such as clear space seem like small little details but contribute to the brand greatly and really set the boundaries for the identity so that it will not be used improperly. Overall, I learned a lot about the process that goes into creating an identity.

Creating a Graphic Standards Manual
This was my first time creating a Graphic Standards Manual and I learned about the level of detail and thought that needs to be carried out in order for a successful brand to play out. Rules such as clear space seem like small little details but contribute to the brand greatly and really set the boundaries for the identity so that it will not be used improperly. Overall, I learned a lot about the process that goes into creating an identity.

WHAT I WOULD CHANGE/IMPROVE ON

WHAT I WOULD CHANGE/IMPROVE ON

Expand rules in interactive spaces
If I were to improve this project, I would attempt to expand into the interactive spaces in which the identity is used. Possible creating a user interface kit would be helpful so that it could be used in mobile and web applications.

The store experience
Although I touched upon signage within the store, I would want to think of the whole store as an experience (interior and exterior) and consider things such as: materials, colour, tagline, etc. In addition, I think it would also be interesting to think about carrying the identity into aspects such as employee uniforms.

Expand rules in interactive spaces
If I were to improve this project, I would attempt to expand into the interactive spaces in which the identity is used. Possible creating a user interface kit would be helpful so that it could be used in mobile and web applications.

The store experience
Although I touched upon signage within the store, I would want to think of the whole store as an experience (interior and exterior) and consider things such as: materials, colour, tagline, etc. In addition, I think it would also be interesting to think about carrying the identity into aspects such as employee uniforms.

Measures of Success

Throughout the process of rebranding Kitchen Stuff Plus, I learned that identity means much more than just a logo and that it could affect the whole experience as a customer through different environments and interactions (such as through web, in store, marketing, etc.) If this identity were to be implimented by Kitchen Stuff Plus, a way to measure its success would be the amount of customers drawn to visiting the stores and purchasing items. Another way of measuring its success could also be through digital means rather than in store - through the time customers spend on the website and application, as well as interacting with the brand through its blog engagement and following engagement on social media.

Expand rules in interactive spaces
If I were to improve this project, I would attempt to expand into the interactive spaces in which the identity is used. Possible creating a user interface kit would be helpful so that it could be used in mobile and web applications.

The store experience
Although I touched upon signage within the store, I would want to think of the whole store as an experience (interior and exterior) and consider things such as: materials, colour, tagline, etc. In addition, I think it would also be interesting to think about carrying the identity into aspects such as employee uniforms.