PROJECT DESCRIPTION

Target set out to elevate its up&up private label from generic bargain status to a credible, design-savvy alternative. We refreshed more than 2,000 SKUs, prioritizing clarity, color-coding, and ergonomic packaging influenced by occupational therapists.

A refined arrow motif and organized typography unify the brand across beauty, household, and baby care. Each category’s visual elements differ slightly to reflect specific consumer needs, yet maintain an overall cohesive look. By embracing modern aesthetics and addressing real user pain points—like difficult-to-open bottles—Up & Up conveys more than affordability; it projects quality and trust.

Impact:
Consumers report easier shelf navigation and improved brand perception, translating into higher sales. Ultimately, this transformation proves that well-executed design systems can reshape customer attitudes about “store brand” products.
 

PROJECT INFORMATION

Primary Role of the Designer: Designer as change agent

Client Relationship: A retainer relationship

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

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CREDIT INFORMATION

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