When defining Cosco Kids™, we gravitate to the idea of a lively family, a multigenerational family, where aunts, uncles, and cousins are active and present, and friends ARE family in the same way as nana and grandpa. It is what we affectionately call The Village. 

In reimagining Cosco Kids™ and positioning it for future success, it was crucial to be grounded in strategy and a clear story from which to build the brand. With our “village” and our consumer at the heart of every decision, we infused authenticity, vibrancy, and fun into an over 80 year old brand. By developing global assets such as brand guides, digital asset toolkits, packaging guidelines, a brand anthem video (click below), and an extensive suite of social assets, Cosco Kids™ has successfully evolved into an energetic, globally unified brand ready for a 2024 on-shelf reveal.

Along with our reinvigorated brand positioning, we’ve created a playful logo that celebrates the fun of the brand, while also moving from Cosco to Cosco Kids™. This helps Cosco Kids™ differentiate itself from the big box retailer, and speaks to the playfulness of our brand. Our color palette consists of six juicy colors and, although vibrant, we’ve created usage rules that allow product, fashion, and messaging to come first in hierarchy. We’ve also created unique and ownable icons and product illustrations to truly round out a unified visual language.

Digital Asset Examples

Additional assets to come as the brand goes live!