Food Network at Kohl’s
Extend the vibrant personality of Food Network to build Kohl’s premier kitchen and housewares brand.
Parham Santana has helped create one of the most successful brand extensions at retail by packaging the vibrant personality of Food Network exclusively for Kohl’s. After surveys of the competitive landscape, and defining the essence of Food Network, Parham Santana identified four key ingredients — visual and verbal assets — to build Kohl’s premier kitchen and housewares brand.
Food Network’s aggressive expansion into multiple business platforms requires comprehensive brand guidelines to faithfully create Food Network branded food concessions, consumer packaged goods, promotions, games and more.
Building a Flagship Housewares Brand for a Mid-Tier Leader
The key ingredients include:
– Fresh Color Palette. An ownable, distinctive color story that stands out in a crowd.
– Food Network “Flavor Wave.” An iconic graphic to identify all Food Network packaging.
– Lifestyle Photography. Distinct from the competition, Food Network photography is in context and in action.
– Engaging Voice. Like the network, the Food Network voice is fun and authoritative with recipes and news you can use.
Modular and scalable for thousands of SKUs, the key ingredients were packaged in easy-to-use recipe sheets. The results are a delicious blend of products which have become the leading housewares brand for Kohl's.
