Brand redesigns

As a core strategic agency within Target, Target Creative is responsible for tackling many of the company’s most dramatic brand redesigns and refreshes—whether it’s giving one of our billion-dollar owned brands (private labels) a makeover, reimagining our holiday packaging and assortment in store and online, or giving our iconic shopping bags a bold new look.

Market Pantry
Opportunity: As Target’s largest owned food brand, with 100 different categories and 2,250+ different products, Market Pantry
has always had high brand recognition and delivered on value and quality. But we recently learned that our guests thought it lacked personality.

Solution: Target Creative realized that giving Market Pantry a modern upgrade could make the products a lot more inspiring. So a team of designers, merchants, engineers and marketers set to work giving the brand’s signature packaging a makeover. The goal was to create a joyful new look that guests would feel proud to showcase in their kitchens and lunchboxes.

Results: Target Creative redesigned more than 2,250 products in 100 different categories. It’s early, but guest feedback so far has been glowing.

Wondershop
Opportunity: Target’s previous holiday packaging and assortment wasn’t reflecting the joy of the season and didn’t feel special. Target Creative was tasked with creating a name, identity and packaging solution for Target’s rear seasonal and online holiday displays that supports and elevates holiday products.

Solution: The team concepted and designed Wondershop, a shop-within-a-shop, with a festive assortment that includes 2,000+ new products and classic guest favorites. The redesign included in-store marketing elements, online displays and packaging that ties together Target’s holiday assortment.

Results: Wondershop launched in all stores and on Target.com in early November 2016. Sales results are still pending, but early feedback from guests has been overwhelmingly positive.

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