Target Brand Development

Visual Brand Language

Client: Target
Studio: Jones Knowels Ritchie
Industry: Commercial Retail
Design Director: Esther Li
Designer: Bryan Barham
Skill: Visual brand language, moodboard development

Leading department store, Target, approached JKR to brand their forthcoming baseline brand. The more affordable, in-house line would need to appeal to the mass market while expressing the vibrancy and design sensibility that has made Target iconic. The new line would need to expand to packaging for all departments from groceries to housewares.

While freelancing at JKR, I contributed to the moodboarding and early visual language development. This territory pays homage to the recognizable Target brand while expanding it with expressive typography, bold color blocking, and lots of personality.

Territory: Confident, Reaffirming

Only Target delivers joyful design and quality products at affordable prices. It’s what we’re known for. So we’ve taken our signature red and painted it across our new line of our most affordable products yet. Expressive typography adds some personality, bringing the delight of shopping at Target to the shelf. 

 
 
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