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PackagingRetailTarget Up&UpIconography

Retail Packaging Refresh for Target

Making filters pop within the tightest brand guidelines in retail. Target's Up&Up system leaves almost no room for creativity. Almost.

Retailer
Target · Up&Up
Scope
Packaging · Iconography · Art Direction
Status
Live in store
The challenge

One of the most rigid brand systems in retail

Target's Up&Up packaging follows pre-defined layouts, font sizes, and graphic rules. But our packaging was getting lost on shelf especially against more graphic-heavy competitors like Brita.

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Before & after

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After
Before
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Before
After
The fix

Two solutions within strict parameters

01
Enhancing filter visibility
A subtle underwater pattern behind the filters adds visual depth and movement making them eye-catching from a distance without violating a single brand rule.
02
Custom icon set for Target
A distinct icon style designed specifically for Target different from versions used at other retailers maintaining the perception of uniqueness.
Iconography

Custom icons built for Target's system

Target icon set
Print-ready files

Every panel production-ready

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