Room Essentials Re-Brand
Showing its age, Room Essentials, Target’s line of basic home goods, had been on a downward sales trend for several years. Product design, visual identity, and packaging needed updating to reflect a new look and feel to attract the lucrative and growing Millennial market.
Developed a more modern identity and brand style guide for packaging, advertising, and display.
Created a design system—color palette, type, naming conventions, photography style—that worked across hundreds of products in tabletop, bedding, housewares, furniture, and more.
Brand sales increased as each category was revamped.