Rebranding Helix for a New Generation

Kohl’s x ALDO Group

Helix, an existing Kohl’s private label, underwent a full rebrand and creative repositioning led by ALDO Group. Designed to resonate with pre-teen boys, the new brand direction took cues from urban skate culture, emphasizing bold styling and streetwear relevance. The brand identity included a revised wordmark, the introduction of a graphic emblem, and visual concepts for seasonal collections. The proposed direction aimed to align the label with current trends and capture a previously untapped segment within the Kohl’s customer base.