Brand Refresh + Line Extension
We found a new purpose and audience for Sears' beloved brands: Craftsman and Kenmore.
PROBLEM: Financial difficulties forced Sears to outsource production and lower quality standards for its top brands: Craftsman and Kenmore. Now Sears needs to modernize its brand to win over a new target audience.
OPPORTUNITY: Leverage Sears Roebuck’s rich history within the mail-order homes business.
TARGET: Mobile Minimalists value simplicity in all things, so they prefer to spend their time and money on meaningful things that are perfectly suited to their lifestyle.
STRATEGY: Create a tiny house brand extension that incorporates Sears’ top brands: Craftsman and Kenmore.