PROJECT
Group Collaboration

SEMESTER / TIME LAPSE
Fall 2011 / 15 Weeks

CLASS / INSTRUCTOR
Package Design 4 / Michael Osborne

TITLE
JCPenney

OBJECTIVE
Make JCPenney a place where people will want to shop.

SOLUTION
JCPenney is known to be mid-range department store catering to women, men, kids and home. We decided io extend the house brand to toddlers and animals which we named "JCP Pals" and "JCP Tots". We then made an endorsed brand called Step1 which had a houseware, kitchenware, bed and bath and electronics section. We then created 3 private label brands "Fieri" a gourmet food line based off of tv personality and chef Guy Fieri, "Paxton" a contemporary home decor and "Surface" a skincare cosmetic line.

Home_School_PK3_Brunswick_03.png