COLLINS teamed up with Target in order to completely reinvent one of their popular sub-brands, Merona. The result is a clean and feminine branding and packaging solution for “A New Day.”
Challenge
Target is introducing twelve new original brands over the next two years in a bid to create real, covetable brands rather than labels that simply span a wide range of products. COLLINS was asked to help build one of the first of these new brands to be introduced—a women’s ready-to-wear range that delivers on-trend, but versatile pieces to punch up guests’ everyday style. This new brand will be replacing a Target staple, Merona.
Solution
We helped name this new apparel page turner “A New Day” — personifying the idea that Target guests view every day as a new chapter in their life—a new chance to write their own story. The acronym A.N.D. is also leveraged as secondary naming approach to emphasize that the clothing line is made to be combined with and punctuate each guests own, unique style story.
An instant best seller, A New Day is making headlines in Refinery 29, Glamour and InStyle magazines affirming that this affordable, gender inclusive line will continue Target’s mission, as Refinery 29 says, “to make your heart skip a beat and fork over your cash.”
Agency: COLLINS
Art Directors: Nicholas Rezabek, Brian Collins
Designers: Megan Bowker, Flora Chan, Esther Li
Client: Target
Creative Team: Catherine Dailey, Bryna Keenaghan, Antonia Lazar, Jessica Lau, Michelle Fonseca, Teemu Suviala, Target Creative
Location: New York City, New York
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