Up&up is Target’s private-label brand of essentials spanning personal care, OTC health, beauty, and household needs.

The original up&up brand design was driven by a strict set of rules that created a consistent appearance for every product, regardless of shelf context or marketing challenges. Uniformity across the brand was the mandate, which built a strong and recognizable brand, but limited its ability to participate in the national brand conversations, which in turn limited its consumer relevance and sales.

To better respond to the brand’s need for relevancy, we radically changed the design approach. We shifted from a rigid execution scheme that prioritized the purity of the brand rules over any other consideration, to a responsive design system that maintained the key visual attributes and brand principles, expanded that core vocabulary, and encouraged the modulation of the design in response to its competitive context. In this way up&up could actively participate in what was happening on the shelf.

This change in approach required a shift in the brand’s priorities, and a fundamental change in the design process. This new approach guided designers toward informed objective decisions, and also allowed them to make more effective subjective choices—all in varying degrees of affinity to other brands based on the marketing objectives of individual up&up products.

The result is a responsive, highly adaptable, and significantly empowered brand.

68 Categories

1,700 Products

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Agency: Collins

Creative Director: Weston Bingham
Strategy: Weston Bingham
Designers: Weston Bingham, David Harlan, Minah Kim, Esther Li, Mirna Raduka, Target in-house
Client Lead: David Hartman (Target)