Target New Place, New Space

Project Scope
Brand Identity
Packaging Design
Print Design
Environmental Design

Target's Back to College collection presents an annual challenge: create a thematic design, signage and packaging solution applicable to dozens of products and varying packaging forms, produced by multiple vendors all across the world at a low price point, and have it come together in-store as a cohesive, attractive seasonal brand. Knowing we would have little to no control over the final product photography and packaging production, we developed a minimalist identity and packaging solution around the New Place, New Space theme that utilized the logotype, color-blocking and simplified photo styling. This simple packaging solution was easy for the disparate vendors to reproduce relatively consistently and, when seen as a whole, created an attractive, cohesive point-of-sale presentation in store.