This was a rebrand of the Kohl's Department Stores. The goal was to give the overall branding a fresh overhaul that helps the retail giant appeal to the millennial generation. Part of that new direction was aligning the brand closer to a boutique store.
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/c81097c2ad7bc8cf554de9d4_rw_1200.jpg?h=5b88e515be782818827d0a408bde90b3)
New look, packaging and clothing tag
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/e01bd993e24e70f52792907c_rw_3840.jpg?h=eac68fecfe4adb87fd1d114e8d1256b5)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/3d212f387b2e2569e343183b_rw_3840.jpg?h=31999cc62748f4c22f26b665bc341e13)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/39445a3bcf071b24ea784087_rw_1920.jpg?h=65a44ae96ad04e759743db5f006081b9)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/129b71ca9364f06a5b9929a3_rw_1920.jpg?h=1edeeea9a17f08b300ccf0c1c993616a)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/4b464d2a11eca7a02179c8fd_rw_1200.jpg?h=19cbeddc813398399c2b7592937c4b11)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/4f28d340fa07518a4d6bc792_rw_1200.jpg?h=155b04a538a983dfbf6e2daf4e59f031)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/22e3548a52b42a79a3a9938c_rw_1200.jpg?h=740551db4aa13c53e0609be91d800c76)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/10fdff14624bd54f4c13c307_rw_1200.jpg?h=da03564552e272fece57f70f7684f352)
Branding Guidelines
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/6e8eea4af0ed76ae876a2fc2_rw_3840.jpg?h=3a95afb133178c9e963c4a3086b5ad09)
![](https://cdn.myportfolio.com/0933b93cf60572500f0bd14d8adb339b/136a101d1c86762a2ba706b8_rw_3840.jpg?h=6e9b065cfbb1bdc93a63a62ab3088378)