Not long ago I had the opportunity to walk a Kmart, the closet store to my home is more than 45 minutes away so it is not a part of our consideration set. However my wife had business at another store in the area so I thought I would take a look. Oddly it was almost exactly as I remember the Kmart’s of my childhood, sprawling and a bit unkempt. And their in the middle of it all was Smart Sense, I am certainly familiar with the brand and it redesign by the New York branding agency CBX, I have written several posts about it including coverage of its introduction live at last years Private Brand Movement conference in Chicago.
The bright modern design is modern and exciting in the middle of the endless aisles of the big box. The updated brand is engaging and has a personality that American Fare could never achieve. Check it out.