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Design Category
Package design, 1998
Design firm
Doyle Partners (New York, New York)
Collection
(1999) Communication Graphics: 20
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The identity for Martha Stewart Everyday is composed of a simple logo, executed in flexible colorways, and photography that is synonymous with Martha Stewart’s brand—that is, inspirational and informative. The logo and product copy are printed in custom colors from the Martha Stewart Everyday Colors line of paint, which is also sold at Kmart. The program’s bright, colorful packaging provides a cohesive, unifying effect for products in many different categories. In a fluorescent, mass shopping environment, the subtlety and authority of these packages quietly shine out amid shelves of screaming hot pink and turquoise packages.