A New Design Direction

I had to get off the island today for a little bit to stock up on food and supplies. My preferred suppliers are Publix and Target. I've been a fan of Publix's generic product design forever and apparently Target is too because they just relaunched their store brand as "Up & Up." The packaging is so similar - simple, clean sans-serif and monochromatic with generous white space. I mean, these generic packages look better than the branded ones that they're competing with. Better Design AND Better Price. Everyone wins! Yay!



It's hard to find much about it yet since the brand literally launched last month, but according to Reuters, they have about 730 products available right now and will have close to 800 by the end of this year. And according to this press release,

"By re-launching Target brand as up & up, we’re able to create a unique identity for this powerful owned brand. The new packaging incorporates an element of design, giving us the opportunity to deliver on both the ‘expect more’ and ‘pay less’ sides of our brand promise."

Target consistently reevaluates its owned brands to ensure they meet guest expectations. Before introducing up & up, Target reviewed more than 4,000 guest comments on the quality and performance of its store-brand products. This resulted in the reformulation or enhancement of more than 130 products in the line.

Like I said, the design is really similar to my favorite generic grocery brand, but unlike Publix, the Up & Up brand doesn't have a website for fans of its packaging...yet.



(Even though it hasn't been updated in almost two years, LoL. Guess they weren't THAT big of fans.) Here's a cute, more current website that encourages you to get into a "Green Routine."