Nordstrom Rack: Rack Your Way

Nordstrom Rack is an off-price retailer in the US. Seen as a growth priority for the Nordstrom brand, Rack needed an overhaul to cut through in a category seen as cheap and overwhelming - where all retailers look and act the same. Rather than focus on value, it was time to celebrate being thrifty. See it as cool. Focus on the savvy and empowered Rack shoppers themselves. The new brand identity was born out of Real Swagger. Rejecting the idea that off-price shopping should be seen as a compromise, the new design was made to be unapologetically proud. Great brands, great prices, great design.