When Pier 1 hit their peak a couple decades ago, their stores were filled with women indulging in the brand’s extensive range of romanticized goods that were imported from around the world. They lured in mainly middle class women who had a rise in earning power. Although, times have changed and Pier 1’s client base has noticeably diminished. Not only do they have to worry about their clients, but also the recent competition that is seeming to multiply across the nation. Between modern technology and global trade, a substantial amount of commodities can be easily duplicated and resold by these chain store competitors like T.J. Maxx, Marshalls, HomeGoods, World Market, and Amazon. This is where the brand has fallen short to meet the expectations of their declining target market. Our new identity is focused on making our brand accessible to the younger generation, women from 18-35, as well by using current trends and modern designs.
LOGO & BRAND DEVELOPMENT
AD DEVELOPMENT
PACKAGE DESIGN DEVELOPMENT
Final Exterior Ear Mailer Box
Final Interior Ear Mailer Box
Final Designs
LOGO
The logo is an illustration of a sailboat which expresses the stories and journey of each product that is shipped to Pier 1’s locations. Each handcrafted, artisan good is imported from various places all around the world and brought right
to our stores. The blue captures the romantic, tranquil, luxurious feelings customers get when going on vacation. The geometric, abstracted graphic of the boat catches the eyes of the younger generation due to its simplicity. Overall, the logo resonates with Pier 1’s goals in creating
an empowering and romantic experience for
their customers.
to our stores. The blue captures the romantic, tranquil, luxurious feelings customers get when going on vacation. The geometric, abstracted graphic of the boat catches the eyes of the younger generation due to its simplicity. Overall, the logo resonates with Pier 1’s goals in creating
an empowering and romantic experience for
their customers.
AD CAMPAIGN
To connect to the younger audience, the ad campaign was created to establish our roots and reward our customers with unique, aesthetically pleasing pieces. Our message “Find your treasure” communicates to the customers that it is okay
to go out and buy something for yourself. We want young, hard working women to feel empowered and treasured because we recognize how fast-paced and hectic life can be. Our mission is
to reward them with our luxurious goods and
to bring joy and romanticism back into their lives. The lush, royal blue fabric conveys the high quality goods that Pier 1 is known for while the boat is representative of the commodities’ journey as they have been exported from places all around
the globe.
to go out and buy something for yourself. We want young, hard working women to feel empowered and treasured because we recognize how fast-paced and hectic life can be. Our mission is
to reward them with our luxurious goods and
to bring joy and romanticism back into their lives. The lush, royal blue fabric conveys the high quality goods that Pier 1 is known for while the boat is representative of the commodities’ journey as they have been exported from places all around
the globe.
EAR MAILER BOX
Lastly, the package design and hang tag are crucial elements to Pier 1’s success because more recently, the brand has transitioned to being solely an online store. The mailer box embodies
a desirable, imported aesthetic to further fit the themes of luxury and traveling. When the customers receive their package from Pier 1,
they are greeted with a stylish blue box, detailed with white rope. The front side of the box reads “Your treasure awaits” and when they open it,
the top says “We hope you enjoy your items”.
a desirable, imported aesthetic to further fit the themes of luxury and traveling. When the customers receive their package from Pier 1,
they are greeted with a stylish blue box, detailed with white rope. The front side of the box reads “Your treasure awaits” and when they open it,
the top says “We hope you enjoy your items”.
HANG TAG
When the customer takes out their item from
the box, they can find the hangtag attached, "which reinforces the idea of the journey the
item took to finally get to them. Altogether,
the verbiage adds to the entire customer experience and connects to the idea of
rewarding the customer.
the box, they can find the hangtag attached, "which reinforces the idea of the journey the
item took to finally get to them. Altogether,
the verbiage adds to the entire customer experience and connects to the idea of
rewarding the customer.
