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