The how–to DNA from Martha Stewart Living magazine informed the approach to product design for the Martha Stewart brand. Functionality and usability were the primary design principals. Classic forms, simple shapes and beautiful colors that were easy to live with were emphasized. Packaging was designed to capture your attention in a mass-market store environment with few sales people to help the shopper navigate. An in-house team experienced in hard home and textile design designed the products. Doyle Partners designed the packaging for the Kmart products and the initial launch of the Macy’s products.