Target’s largest grocery brand with over 2000 SKUs in more than 100 categories was in need of an update. The old Market Pantry look did its job, but lacked personality and didn’t do its best to showcase Target’s commitment to great design. Guests described the old look as being “generic” & “basic." The new look implements expressive typography, vibrant color, product callouts and modern photography. A design language was developed that allows each product to have its own unique look and at the same time be a part of a cohesive brand.
I was able to work on over 250 SKUs. Products ranging anywhere from a 4oz can of diced green chiles to 144oz pale of Neapolitan ice cream. My role as designer/art director was to work on products from conception to execution. I designed custom type treatments, badges/bugs, patterns and art directed photography and illustration. As well as fine tuning less glamorous elements on back of pack, nutritional facts and dielines. It was a great experience to be apart of this work and the team that produced it.
CD: David Hartman
ACD: Steve Jockisch
Designers/art directors: Brian Cox, Jason Dugan, Stacey Field, Jeff Holmberg, Luke Hunt, Ian Kolstad, Brad Norr, Jamie Paul
Copywriter: Erin Duffey