TARGET

How do you transform a historical system of 100’s of labels to just 5? And redefine an Australian retail icon?

We were briefed by Target Australia to delve deep into their brand, one that had organically grown and shifted over its lifetime. We worked closely with the leadership team, across all categories to create a new cohesive, consistent design system.

Brand Identity
Brand Guidelines
Typography
Packaging
In-Store Experience

WIP 2022

Key Outcomes

For Brand
+ Re-establishes iconic brand credibility
+ Presents affordable quality that families trust
+ Defines a unified Target brand
+ Elevates everyday

For Operations
+ Considers sustainability and regulations
+ Minimises imprint to maximise impact
+ Consolidates for a simplified CX
+ Elevates everyday