Effortlessly Clear and Enjoyably Nostalgic

While it may be common for large sub-brands to use a generic brand identity, this approach may not always excite consumers as it lacks personalization. Target saw the opportunity to enhance their brand presence by creating a new and vibrant brand that caters to their female customers' needs.

Opportunity

Brief

In 2008, Target initiated a re-launch of its private label brand. The Up&up brand provides a range of essential commodities, such as household, healthcare, beauty, baby, and personal care products.

Challenge

Target's subsidiary brand up&up has been in use for several years and is in need of an update to reflect the unique value proposition of our business. The current brand lacks differentiation and does not effectively resonate with our target audience. To address this, we are seeking to revamp our brand identity and create a more compelling and memorable image.

Hand-painted stripes and circles offer a unique, organic look to designs due to their imperfection and irregularity compared to digital designs.

Graphic Process

#F6F6F6

#030303

#3DD79B

#3FB5E35

#FBCC34

#D958E9

#7F7AF0