In late 2015, Target decided to start rebranding our holiday assortment, including naming, branding and packaging. We wanted to create an all-encompassing holiday experience for our guests, with a range of over 2,000 products. The goals were to deliver on holiday tradition while highlighting trend and style, increased shelf presence, to make the seasonal section of stores feel like a destination.

The logo is inspired by vintage toyshop signage, with an arched word mark and surrounding flourishes that feel like a snowstorm. The packaging comes in two colors: red packaging for more basic items, and white is for our more trendy products that need more of a frame to elevate the product. Across the assortment, there are special details such as unique snowflakes and flourishes on the back and sides of packages and a product-specific poem on the back that tells the brand’s story. 

My Role: Lead designer, art director (photo and illustration), illustrator

Art Director: Amy Miller
Illustrators: Laura Bee, Kelly Thorn
Copywriter:  Anna Zahler
Designers: Nichole Legare, Angela Leidall
ACD: Steve Jockisch, Ariel Carter
CD: David Hartman