Michael Osborne runs Pack 4 the same way he runs his studio. Teams are established on the first day when the assignment is given. Our assignment: elevate Kmart to the level of Target. We had 14 weeks to redesign one of the biggest retailers in the country with no syllabus, just each other and our design knowledge. Our research revealed how desperate Kmart is just to get people in the door, so my team of 4 asked ourselves: what if Kmart offered child care as a way to entice new, and keep loyal, customers? We went after Target’s demographic of late-20s to 50 year-old, stylish, busy women who shop with, or for, their children. We established 2 price points: Vida offers higher quality items for home, food, health and beauty, and K offers an economical alternative. An organic line spun off of the K line and Onezees are offered as dollar samples of some Vida, K and K Organic products. Full Belly Bistro, a Kmart-endorsed, kid-friendly café, offers a place for moms to enjoy a healthy post-shopping snack with their children.