Kohl’s came to us during the process of refocusing their marketing approach to appeal to a value-oriented, conservative, and style-conscious shopper. Sonoma, their main house brand, is found in nearly every department in the store: linens, home decor, shoes, and apparel for men, women and kids. Thus far, Sonoma had been inconsistently branded by a variety of manufacturers, and our goal was to not only refresh and unify the Sonoma brand, but also to create a touchstone document to remind the in-house buying team of the target consumer and guide them as they purchase appropriate products for the line.


Our first task was to create mood boards that reflected the values, interests, and lifestyle of the Kohl’s consumer. We developed boards for 4 categories: Men, Women, Kids and Home. These mood boards not only served as visuals for Kohls buyers–they also helped us immerse ourselves in the branding process. From there we reimagined the wordmark, departing from the existing all-caps serif typography to develop modern, sans-serif, and transitional options. We also suggested the addition of a tagline, to underscore that Sonoma products provide what you need to live your life in style.


The chosen sans-serif logo led to a uniform branding system for Sonoma products storewide. Sonoma is still Kohl’s principal house brand, considered essential to Kohl’s efforts to deliver quality merchandise and a positive shopping experience.