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Design Category
Brand and identity systems design, 2000
Design firm
Doyle Partners (New York, New York)
Collection
(2001) AIGA 365: 22
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The mission was to create a visual identity and cohesive packaging program for thousands of products made by hundreds of vendors that explains the product assortment, highlights the beautiful product design and is “magnetic” to shoppers in Kmart’s mass-market environment. The Martha Stewart Everyday design program is comprised of a simple logo and an overall clarity that is synonymous with Martha Stewart’s brand, all delivered in a wide assortment of bold colors and accessible type. Packaging was constructed to highlight the product attributes, allowing light to shine through the glassware packages, letting customers feel the weight of flatware or even presenting uninterrupted surfaces of plates in a subtle range of colors. The sheer volume of the Kmart housewares department allows numerous 40-foot runs of products, a branding reinforcement unsurpassed in the industry.