A complete identity redesign and an unscripted commercial series that launched new product lines and brought in entirely new customer segments.
Refresh a value-driven retailer's brand without losing the price-conscious shoppers who already trusted it — while making room for entirely new product lines.
We rebuilt the identity from the logo out — a more confident, modern system that still felt approachable. An unscripted commercial series put real people and real product front and center, trading polish for authenticity buyers believed.
The new identity and film carried across retail, digital, and in-store, so the relaunch read as one coordinated move rather than a scattered refresh.
The rebrand successfully launched new product lines and attracted new customer segments, broadening the brand's appeal without alienating its base.