Better Living is the result of a comprehensive brand repositioning exercise of Nature Living, the home category specialty store owned and operated by Sundan.  

All aspects of the existing operation were challenged as part of the process; category redefinition, merchandise assortment, brand relationships, visual merchandising, fixturing, customer service, retail brand name & graphic communications, planning & design - all components were reevaluated from the inside out.

Essentially starting with a clean sheet of paper and a focus on two key customer profiles; the existing core customer and a new, younger, less affluent but clearly aspirational customer the new concept was fashioned.

Product brand partners are important to the Better Living merchandise assortment, however as with many retailers in China and throughout the region the time was appropriate for Better Living to exercise control over their retail brand destiny.  

Clear brand partner design guidelines were developed as an integral strategy of the overall design concept to present the brand offer consistently within a seamless overall merchandise category presentation, a seamless customer service strategy and a clear Better Living brand impression.

A new plan type was developed that promotes clear circulation and expansive visibility throughout the entire retail space with focus on the categories on offer.  All were enveloped in a contemporary design language and color & material paletterkd retail/iQ was responsible for the strategic brief, all creative expressions: name generation, brand and environmental graphic programs and retail planning + design, construction documentation, project management and fulfillment.  rkd retail/iQ is currently rolling out the program across multiple locations throughout China.