Redesigning Costco's Kirkland Signature to carefully show its premium feel, and make it approachable for the mid-market.
Kirkland Signature celebrates the brand as a trusted name to lead the retail market and stay relevant for generations to come.
WHAT WE SEE
costco is at the forefront among retail companies in the world when it comes to providing customer satisfaction and employee happiness rate.
Kirkland Signature's current identity does not reflect any of those qualities.
the mark is a combination of the letter 'K' and a check mark to replace the word 'signature'. It represents quality assurance and the astonishing variety of products offered by the brand. The rounded features make the mark more welcoming and friendly —with Gotham Rounded as the typeface to match.
ICONOGRAPHY + COLOR CODING
Using icons and colors to help customers distinguish Kirkland products more easily based on their product categories
SHAMPOO & CONDITIONER
Tired of having your conditioner run out first? With 2:3 ratio, this dual-chamber bottle is on your side. When you're done, simply replace the cartridge, rinse and repeat.
BAR SOAP TRAY
Stackable box of bar soaps consisting of transparent PETG cover, recycled HDPE base, and LDPE insert. You can display, use, and reuse this tray beautifully at your home.
ICY MINT MOUTH WASH
Keep your bottle of mouth wash hygienic! The pullout cup nests neatly around the neck. To add to the convenience, the giant pump is made to dispense exactly the amount of mouth wash you need.
FEMININE HYGIENE PACK
Embrace your femininity elegantly. This pack consists of boxes of 80 pads, and 2 chic pouches of 16. And of course, reusable tray for all your beauty products.