Project Overview
In 2022, HD Designs was given the opportunity to have a major makeover. This is Kroger’s better inline basic brand. In the previous years, as domestic programs were being added under this brand, there was not a define color palette represented.
Several teams gathered together over the summer of 2002 to approve the color palette, which would be then applied to all items beginning in 2023. By early fall, the color directives for HD Designs was approved. This color palette lead the direction for additional programs such as decor and furniture that would follow the look, tone, and feel of the new HD Designs strategy.
Below is a list of steps that it took from initial concept to the final sign-off.
> Initial Leadership meeting launched discussion regarding the brief and its parameters.
> Buying team shared year-to-date sales history.
> Creative Manager finalized HD Designs brand strategy report and identified participating programs.
> Confirmation of color merchandising forecasted for aisles.
> Creative Manager and Senior Color Designer launched into additional research.
> Pulled market competitor research from multiple sources.
> Gathered trend, color, and fabrication research from various sources.
> Pulled current HD Designs color palette for existing programs.
> Filter existing Pantone colors to ensure alignment with new strategy.
> Pulled trending Pantone colors from WGSN, Fashion Snoops, Nelly Rodi, and Pecler’s Paris.
> Selected additional Pantone TCX chips slightly lighter and darker than trending colors.
> Condensed internal sales data, market trends, and visual aids into a compelling presentation.
> Presented project to Creative Manager for approval.
> Presented project to Extended Product Development and buying teams.
> Presented project to Leadership team.
> Incorporated feedback from Leadership team and prepare for follow-up meeting.
> Ordered large Pantone swatches for follow-up meeting.
> Presented updates in follow-up meeting with leadership, buying, product development, and creative teams.
> Obtained sign-off on color strategy from leadership teams.
> Started applying Pantone colors into Kroger's PLM software for P2 2023.
> Created physical color boards with Pantone swatches and distribute to teams.
> Reviewed lab dips and samples with new colors and fabrications for color approvals.
> Reviewed all HD Designs brand items, from lab dips to TOP samples, for quality control before production.
During the extensive refresh of this color palette, our team continually referenced our brand overview strategy to ensure that the upcoming color recommendations resonated with HD Designs and our core customer base.
Below are the HD Designs - P2 Spring-Summer Domestic Planograms, demonstrating how the new core color palette has positively influenced the merchandising of these assortments.
Before the major color refresh of HD Designs, our product assortment lacked a consistent color palette, with inline and national branded products being merchandised together, resulting in a clash in storytelling through color, material, and print.
In 2022, I collaborated with select teams to create a cohesive and approachable color story for SP23, rendering, merchandising, and presenting all items shown below to leadership teams.
