Target Corporation
Packaging design for multi-million dollar brands owned by Target.
Visual Design | Packaging
My Role
Art Director & Creative Production Designer for multi-million dollar brands like Good & Gather, Mondo Llama, Spritz, Threshold, and Wondershop.
Understanding product and brand positioning, optimising brand resources and design systems
Making guests feel represented through inclusive design and building stronger connections with global teams
Incorporating sustainability through packaging innovation
My Work
Below are a few products from different brands I have worked on (availale at target.com based on season)
1. Good & Gather
A high-quality, great-tasting, and affordable brand for the pantry.
Scope of work:
Layout design, copy, colours, image composition, typography
Learnings:
Understanding guest needs & behaviour, category norms
Category: Food & Beverage
Launch year: 2019
2. Mondo Llama
A fun and creative brand that enables people of all age groups to boldly express themselves.
Scope of work:
Dieline and layout design, copy, image composition, colours
Learnings:
Global collaboration, speed-to-press, representation and inclusion through products and packaging
Category: Home & Hardlines
Launch year: 2020
Artist collaborations
To make celebrations feel rich, inclusive, and personalised,
Mondo Llama collaborated with artists of different ethnicities
on collections and attributed them on the pack.
Dia de los Muertos
Lunar New Year
Mondo Llama products on Target.com
3. Spritz
In addition to the widely-loved existing party supplies range, Spritz launched a new sustainable range with eco-friendly party supplies made from alternative materials like paper, cloth, and PLA.
Scope of work:
Dieline and layout design, copy, image composition, colours
Learnings:
Cueing sustainability through color while still retaining brand recall
Category: Home & Hardlines
Launch year: 2022
New sustainable range
Sustainability at Target
Challenges:
As one of the largest retailers in the world, Target's global supply chain leads to high Scope 3 emissions.
Understandably, packaging contributes significantly to this while also generating waste.
However, introducing changes can be tricky given the scale of operations and their impact on business.
One of Target Forward's initiative is Target Zero, aiming to reduce waste while shopping sustainably.
Solutions I was a part of:​
-
Simplifying and standardising dielines for packing efficiency, reducing custom die-cuts.
-
Researching alternative materials for different types of products.
-
Choosing photography over product show-throughs (windows covered with single-use plastic).
-
(Underway) Switching to sustainable ink and reducing the amount of ink/colours used.
