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.

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