Graj + Gustavsen
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Repositioning Kohl’s Top In-House Brand as “Products to Make Lives Better, Every Day”

Graj + Gustavsen worked with Kohl’s to reposition their flagship, in-house Sonoma brand as a narrower collection of stylish, but not fashion-forward, basics made with better materials. By cutting out the clutter, the brand landed on a collection of smart, simple, and useful products that allows the customer to live, work, and play better.

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Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's
Sonoma Goods for Life at Kohl's