With a value of over one billion dollars, Sonoma is Kohl’s largest and most successful private label brand. For 2016 Kohl’s set out to simplify and update Sonoma as our flagship brand. This meant a complete overhaul. From product and merchandising, to overall strategy and brand aesthetic, everything was to be updated.
The result is a simpler, more approachable Sonoma. A brand created for today’s modern families. Less clutter, fewer choices. The new Sonoma can be summed up in three words: Simple, Useful, and Warm.
The below creative is the end result of a large collaboration. I played the role of the designer/art director, tasked with maintaining the new brand aesthetic through all channels. From core assets to packaging and in-store marketing, I helped to apply the new brand vision.