Kirkland

Signature

PACKAGING DESIGN

Re-inventing CostCo's in-house brand to fit the needs of the millennial.

BACKGROUND

Kirkland Signature is an affordable Costco brand known for its reliability, but not for its design. Costco Wholesale shelves only 2 versions of a single item—one created by its private label, and a competitor. I was inspired to create something modern and eye catching for the upcoming millennial generation.

ROLE

Package Designer

_Researching

_Ideation

_Iteration

_Prototyping

_Comping

TOOLS

Adobe InDesign

Adobe Illustrator

Adobe Photoshop

DURATION

7 Weeks

THE PROBLEM

Redesign the packaging of an existing signature brand. Conceptualize a new brand and a new visual systematic approach for the brand. Mock-up a minimum of 3 items for presentation, and create a tote bag. 

THE SOLUTION

Make Kirkland Signature appeal to millennials who are journeying into adulthood by personifying each item and giving the brand a likable personality. The packaging that quite literally speaks for itself makes the brand more accessible and therefore less intimidating for those who are looking into stocking up their new home.

RESEARCH: TARGET AUDIENCE

THE YOUNG COUPLE

Rachel &

Jared

Rachel and Ross have just decided to move in together. They both want to start a family alongside their dog, Lucy. However, they now need to start saving up their money and are very frugal. They both work full-time, and are hoping to start stoking up their home both sustainably and frugally without jeopardizing the quality of the products they buy.

FRUSTRATIONS

Think that wholesale products tend to look cheap and not aesthetically pleasing​

They want to start living more sustainable lives but feel as if they can't afford the cost of it.

DESIRES

A brand that is transparent, cost-effective, and high quality​

A brand that is easy to understand and cares about its visual identity to match their home.

RESEARCH: THE EXISTING BRAND

WHY CHOOSE KIRKLAND SIGNATURE?

Kirkland Signature is a well-known and reliable brand which includes a wide variety of items that provide me—as the designer—different challenges and opportunities to execute my design appropriately.

Kirkland Signature's brand has the problem of not having a cohesive visual system that brings the brand altogether. In addition, it is the perfect brand to challenge a more sustainable-facing package design.

 

Kirkland Signature is directly placed next to one brand competitor when shelved in the Costco Warehouse. It places another design challenge to make sure that the products are eye-catching, and differentiate itself from its direct competitor.

DESIGN & DEVELOPMENT

PROCESS

PROCESS INSIGHTS

During my process, I was very tempted to include more graphics and visual elements to further develop my system. However, I had to learn to trust my research and goals for my target audience of keeping things straight to the point, making sure that none of my designs were sugarcoated with unnecessary decoration, and maintain a playful and approachable personality. I recognized that because I wasn't able to use a wide variety of graphics that I had to make very purposeful choices on what I had on my art board: type and color. This project pushed me to use simplicity as my hero, as well as taught me how design can make anything become more fun.

When in the ideation phase of this project, I was trying to figure out the best way to accomplish the "self-explanatory" yet "reliable" adjectives that I set as goals for myself in the redesign. I was quite nervous as my packaging did not include lots of other visuals such as photography, high-fidelity graphics, and so on as compared to my peers. However, I learned that when comparing my work to others, it is important to remember that although we are working on the same project, each of our design problems are distinct and therefore require different design approaches.

REFLECTION
KEY TAKEAWAY

There is no reason to feel insecure about design that was made with purpose and effective reasoning. As long as I make decisions  towards achieving my design goal or solving my design problem, it will all come together in the final product.

Didn't your mother tell you that networking is good for you?

Ask me about my plants🌿, or anything design related at juliafernandez.design@gmail.com.

 

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© JULIA FERNANDEZ 2020