The branding and packaging for Target’s Up&Up brand is now more colorful. Over the course of three years, COLLINS reimagined the wide-ranging private-label brand, which has more than 2,000 products spanning aluminum foil and copy paper to pet grooming products and a wrist blood pressure monitor. The retailer wanted to relaunch it with reformulated products, reduced plastic usage, and hundreds of new items, which began rolling out in stores last year and will continue through early 2025.
Target’s previous Up&Up packaging used matching colors for the typography and arrow logo against a while background. The new packaging dials up the color use. The team also designed the packaging for better clarity, with vivid color blocking, a larger logo, and type that’s easier to read, whether on store shelves or while shopping online. The agency also worked with occupational therapists to improve the utility and ergonomics of Up&Up’s product packaging.
“I remember the caliber of the private-label brands that I grew up with in terms of their quality,” the design firm’s co-founder, Brian Collins, says. “The packaging design was just terrible. There’s a sense of optimism about this brand. There’s a sense of joyfulness about it. I think it feels fun.”
