Up&Up

Branding, Packaging, Art Direction

Challenge:
Since 2019, Up&Up has been Target’s leading owned brand, bringing everyday essentials to Americans at meaningful savings. With more than two thousand products, the brand needed a clearer, more unified packaging system that transforms simple errands into moments of ease.

Solution:
A vibrant and adaptive design system that shifts with each category’s cues. Beauty is now premium, while household essentials remain practical, both brought together by a consistent brand logotype. Focused color palettes support navigation, and strong color blocking demands shelf visibility.

Designed at COLLINS in collaboration with the Target Creative Team.

COLLINS:
L.A. Corrall
Morgan Light
Xinle Huang
Beth Johnson
Daniel Ferro
Oliver Dell
Barney Stepney
Rohan Rege
Jaeyou Chung
Mason Lin
Kristine Lim
Jing Qi Fan
Megan Bowker
Antonia Lazar
Oilang Maui
Arielle Kroloff
Alex Athanasiou
Michelle Brandemuehl

3D: 
Pedro Veneziano

Photography:
Mari Juliano