BACKSTORY 2014—2017
Retail Store
Package Design

Branding /
Package Design

Brandi Steele, Jay Jeon,
Jessica Wonomihardjo, Lisa Lindh


We were asked to create a retail store with exclusive products that targets and fills the current market gaps. Through research and analyzation of generational spending habits, the current brand landscape and pinpointing target audiences, we found demands in a few specific areas. We found that consumers are looking for items with a story that support their desires for personal expression. Additionally, we found that there is a shift happening between the definition of consumer value. People are moving away from this idea of monetary value and instead, are searching for value in knowledge, value in craftsmanship and they are ultimately searching for a sense of connection to the world around them.

''From Basic'' is a line of beauty & personal care items. This label is designed to be the essential skin product for the consumers who need simplicity in their daily routine. It holds the core values of the brand, while ultimately creating a recurring consumer base.

''From Home'' is a line of home goods and decor, designed to bring personality and value into any home. This curated line of products can be mixed and matched to amplify any personal style. Each item has a story, based on its history from concept to production.

''From Partnership'' is the most individual of the overarching store labels. While adhering to all the overall core values, this label independently communicates the aspect of partnership for the From Store. Every quarter, the From brand partners with a local business collaborate to create new edition of the products. By introducing such flexibility into the store, space is left for adaptation and change within the demanding markets.

For this initial edition, we partnered with a local ceramics artist, Julia Lemke. Her brand Totem Co., based out of Berkeley, is a collection of homeware and jewelry inspired natural forms, simplicity and traditional craft. All her products are made by hand, then designed through her special glaze chemistry process.