KOHL’S Rebranding

Based on online and offline research, this project redesigns the brand identity and visual system of the American retail brand KOHL’S. Through a modern visual language and a distinctive style, it strengthens the brand image while enhancing the customer experience. The new design strategy centers on accessibility and customer-centric values, building a cohesive brand narrative across retail, digital, and social media platforms.

Brand Identity Brand Strategy Typography Logo Design

Detailed brand guidelines capture Kohl’s renewed identity to translate the new values into a cohesive visual and strategic system.

A wide range of elements reflecting the brand was redesigned. These updated touchpoints create a cohesive, welcoming experience that reinforces Kohl’s approachable and customer-first identity.

The updated store environment extends the new visual identity into physical space and creates a more welcoming and customer-centered shopping experience.

The new UI offers a simple, intuitive shopping experience. Vibrant visuals, engaging content, and social media campaigns bring Kohl’s refreshed identity to life online.

Collaborations with Amazon and Sephora were visually updated to reflect KOHL’S renewed identity and cohesive brand system.

Motion graphics show the new Kohl’s visual identity in action.

Outdoor posters bring the new KOHL’S identity into the public space with bold visuals and an inviting, customer-first tone.

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