Target

In 2019, Target released its new private label flagship brand Good & Gather, which featured various offerings of food and beverage products that “prioritize taste, quality ingredients and ease, at a great value“. The brand includes several sub-labels such as kids, organic, seasonal and signature that provide specialty products related to their specific label. These products are sold in Target stores across the United States with an offering of over 2,000 SKUs in packaged, ready-to-eat and fresh foods.

Our challenge was the manage Target’s private label rebrand from it’s old family of brands to it’s new consolidated flagship brand, Good & Gather, and redesign all of its associated product lines.

Our team of over 10 packaging & adaptive designers were lead by a creative director and 4 project managers who worked closely with our on-site team and Target’s brand team to provide design adapt, execution and print production services. The initial creative and brand designs were done by an external agency and handed off to our team to build out larger product lines and brand expansions.

As a Junior Adaptive Designer, I was responsible for:

• lead executions and roll outs - leveraging lead creative concepts to design and build files for all variations (e.g. flavors and sizes) for a given product line

• print production - create print-ready packaging files that adhere to strict quality control specifications

• brand guidelines and design systems - help maintain and contribute to an evolving brand guideline and internal design system and asset library

• creative problem solving - providing design solutions to overcome issues that arise from regulatory, production and brand requirements that were not addressed by initial creative

The gallery below provides a look at a handful of the products I worked on during my time working on the project before changing roles in March of 2020.