Dollar Tree: Rebranding

Redesigned logo for Dollar Tree as developed by Creative Team

Print Ad sample: Demonstrating the neglected potential for a dollar in purchasing cleaning supplies at Dollar Tree.

Updated store experience: Color coded aisles, easy navigation, better organization.

Further look at the tidier design of the store aisles.

THE SITUATION:

Our assignment required us to pick an outdated brand and make it relevant again.

We chose Dollar Tree, a chain that was profitable and maintained a loyal consumer base, but wasn’t a great space to shop in.

THE PROBLEM:

The Dollar Tree stores we visited across central Virginia exuded a messy and unwelcoming atmosphere. Layouts were inconsistent, the stores felt dingy and products were disorganized. Despite all of this, the stores were popular; shoppers we spoke to were there to pick up cheap decorations and party favors. These customers could afford shopping at higher-end stores, but Dollar Tree satisfied their need for disposable goods.

But those novelties only made up one half of what Dollar Tree sold. There were cleaning supplies, home essentials, and even frozen foods, all of which were disorganized and neglected. There were shoppers who needed to shop at Dollar Tree for these essentials, and they deserved a better shopping experience.

THE TARGET:

Who are these shoppers? What brings them to Dollar Tree? I struggled to find the answer to these questions, until I stumbled upon an NPR article during my research. It showed me a struggling class of consumers who make bulk purchases so their family can make it through the month. Combining this with extensive secondary research and analysis of consumer data, I presented my results to the team to help craft an identity for our new target: the “night shift.”

They’re between the ages of 20-34.
They include the 45 million men and women living below the poverty line.
They plan ahead when they shop. 31% get what they need and leave. (Source: Simmons)
They work 2-3 part time jobs both day and night to support their family.
Their goal: give their family a better future.

STRATEGY:

Bring the essentials front and center.

Celebrate the variety of affordable essentials that are available at Dollar Tree. Make the shopping experience more convenient for the night shifters looking for necessities while enticing the novelty seeking shoppers and new customers to turn to Dollar Tree for affordable supplies.

CREATIVE CONCEPT:

“Better living starts with a dollar.”

CREATIVE EXECUTION:

An updated store layout with color-coded aisles for easier shopping.

Advertising focused on the potential a dollar holds, and the updated mobile website aimed to streamline the shopping experience.

Dollar Tree would also provide shoppers the means to donate a dollar to philanthropic causes to help those in need.

TAKE AWAYS:

Even a successful brand has the potential to branch out even further. This project required me to look below the surface to find a weak point for Dollar Tree, leading to a massive effort to strengthen it.

The Team:

Aldo Padilla (Creative Technologist)

Jesse Stanton (Copywriter)

Davis Gouldin (Brand Manager)

Blair Seward (Art Director)

Katie Lee (Art Director)