As part of a class project, our group’s objective was to create a revitalized branding system that would reposition Kmart as a leader in the retail world. Inspired by Kmart’s heritage, we combined it’s deep-rooted retail history with a welcoming visual aesthetic, strengthened environmental values and a focused marketing strategy. The result is a house of brands organized in a four-tier system according to a price point and lifestyle criteria that adds value to the consumer’s shopping experience and strives to attract a younger consumer base.