BIG LOTS

RESURFACE THE ORIGINAL

Big Lots has always been committed to offering unique finds at unbeatable prices. Over time, for strategic financial reasons, the brand momentarily shifted focus from this core mission. Recently, we reintroduced a renewed vision with a fleet of refreshed stores, driven by a “guaranteed lowest prices” promise through closeouts, overstocks, liquidations, and sales. This new approach, launched within just 30 days, emphasized local empowerment over corporate polish, delivering an authentic and relatable customer experience.

The results surpassed expectations, achieving exceptional sales and receiving overwhelming customer support. Our strategy featured a controlled color palette, an honest and transparent voice, and a 100% handmade visual aesthetic. Hand-drawn fonts, original illustrations, painted textures, and store-generated signage created a warm, approachable identity. This design philosophy has become our guiding North Star, unifying the omni-channel experience and reaffirming our commitment to value and authenticity.