Purpose
To use design to re-brand K&G Fashion Superstore, a discount clothing chain that exclusively sells brand name apparel at a reduced cost, and reintroduce it to a new market, helping it become noticed, remembered, and preferred by their customers.
I made the mark cohesive with a unified form and used a plus sign instead of an ampersand to make it feel more contemporary. Dropping “Fashion Superstore” too because the design and imagery should evoke that without stating it.
I made new communication initiatives and business opportunities clearly and cohesively with a targeted message across multiple media. Extending K&G Fashion Superstore’s brand with new and innovative deliverables, targeting young adults 16-28 who tend to have tight budgets but want brand-name fashion at an affordable price.
I established a pattern using the new logo that can be applied to a variety of in-store and environmental deliverables.
I extended the complimentary tailoring service that K+G offers with customers receiving a personalized clothing tag with their measurements and QR code.
The code will direct them to the app and will automatically input their measurements onto their account so that they can purchase more tailored clothes in the future without being in-store.
Their tailored order will arrive in the packaging above.
