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Rebranding Up & Up of Target Corportation Vanessa Lee Hyek Im

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Vanessa Lee Hyek Im


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Target It's our belief that great design is fun, energetic, surprising and smart—and it should be accessible and affordable for everyone. When we talk about our dedication to good design, we don’t just mean how something looks, but also how it satisfies a need, how it simplifies your life, and how it makes you feel. Find out what drives our focus on design and innovation.

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Vanessa Lee Hyek Im


General Information

Competitor Brands

Target Private Labels

Formerly called: Goodfellow Dry Goods Founded: June 24, 1902 Founder: George Dayton Locations: 1,802 stores (2016) Everywhere in the USA except Vermont Revenue: V US$69.495 billion Net income: V US$2.737 billion # of Employees: 341,000

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Experience

Location

Store Ethics

Target is more selective in what products they choose to carry. Their brands (clothing, personal care, produce,etc) are always changing and changing things up.

Target is clean, quiet, and well organized. Everything is easy to locate without the aid of an employee. There’s no need to search for help because one can come in and get out by themselves.

Target gives back to their customers and local community through their redcard systems and has given 5 percent of its profit to communities since 1946.

Target is also up-to-date with tech, fashion and beauty trends. You are able to get fashion and beauty products that are on trend for a more affordable price but at the same time good quality.

There are over 1,816 stores in the United States, making it the next most frequently visited retailed store after Walmart. There are more than 30 stores that will be opening before 2018.

Even though Target is a discount-retailed store, the brand selections, environment, shopping experience makes it somewhere addictive.

For some reasons Target locations seem to be “safer” than other retail stores. The customers that shop seem to be more responsible and respectful to one another.

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“Good design goes beyond the surface. When design really works, it satisfies a need, simplifies your life and makes customers feel great.” - Target Since Target first opened in 1962, they’ve invested in the health and sustainability of communities. Target continues to integrate sustainable practices across the business focusing on using resources responsibly and maintaining the health of communities. Vanessa Lee Hyek Im


Competitor Research Pros: - consistant - more affordable - more quantity for the amount spent - similar packages, users feel more comfortable using things that look similar to what they’ve used in the past

Cons: - designs are almost exact duplicates of the existing products, makes them look like a “fake” or store brand, pushing away buyers. - beauty product qualities aren’t as good as the common brands that are sold in stores

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Competitor Research

Pros: - healthcare and medicine assistance - CVS private labels are trustworthy and reliable (CVS Health, Radiance, Beauty 360, Makeup Acadamy, etc) - a lot of variety even though it’s a small retail store - Pharmacy, people come for prescriptions, and leads to shopping - lots of coupons/ rewards program

Cons: - unchanging catalog - boring selections - sometimes affordable - ugly packaging

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Competitor Research

Pros: - local and affordable - their health selection has many varieties

Cons: - almost unknown store brands, but there are a couple private labels that are hard to identify as a walgreens lable. (they should just stick with “something� at walgreens) - small selections - ugly packaging - similar looking products, similar prices, but poor quality (private labels)

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Competitor Research

Pros: - you get more for what you paid for - literally has everything - store brand quality is great, many people prefer kirkland over different brands - cheap alcohol

Cons: - wholesale, so you only can purchase in large bulks - because it’s wholesale, you get more for what you paid for, but its expensive since you cannot get it in spares - stores are huge and always overcrowded - almost impossible to get employee’s attention

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Competitor Research

Pros: - very affordable - largest retail store - location everywhere - has a lot of variety of products (sports, hobbies, fashion, beauty, hardware, powertools, electronics, etc)

Cons: - poor package assembly - ugly designs - waaaaaay too many private label brands that are unknown, so making more is reducing the chance of their lable being bought - looks like the original brand, but brand name is different. - stores are usually overcrowded and unorganized - unfriendly employees

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Concept Research

WHO WOULD USE THESE PRODUCTS?

WHAT NEEDS TO BE CHANGED?

The products from up&up are made for all age range and genders. Therefore the presence of these products should be approacheable and likeable by all these different range of people. Should not make one or the other feel left out or not fitted into their lifestyle.

The brand itself needs a whole new character makeover. A lot of brands have been changing their looks but up&up has no desire to change. (past years). In order to make customers open their eyes think, and become interested, they need to look for visual trends that are popular.

Target shoppers are usually between the ages of 16~60+ but as we all know different age range gear towards things that are familiar to them. But the goal is to get all of these age ranges, genders to all relate to a single line of products.

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It shouldn’t stand out because it’s a target brand, but within the brand itself, the line of products will represent the value and meaning behind it. It shouldn’t be a “cheaper” version of other brands but a story within the brand itself. Vanessa Lee Hyek Im


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WHEN DID UP&UP START TO DECLINE?

WHY WOULD THIS LINE BE SUPERIOR TO OTHERS?

Despite having some loyal customers to the brand, it becomes annoying for people who came to shop brands such as neutrogena, advil, dove, etc and accidentally picks up an up&up brand. This action not only makes the customer confused but it makes them irritated to the brand. Like most in store brands, up&up has similar designs to most brands which reduces character of the brand itself and pushes away customers. Even though the ingredients may be the same, it does not seem to appear honest and reliable to the users.

This new line of products will not only be classic and timeless in design, but neutral and honest so that anyone in any age range can enjoy the products without questioning which one is for who. The line of products will not just be one and another but will be in unison so that each and every one of them are siblings to one another. It be standard products but will stand out from the other general brands that is sold at Target.

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Product Line

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Purpose To capture Target’s goodwill for their audience (millennials) that value sharing more than owning, others than themselves, and unity over detachment, this undertaking aims to satisfy those values while keeping the “style”.

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Concept Statement Base focuses on the basic necessities and functionality. It conveys style and clarity through pure forms, minimal aesthetics, and intuitive manner to the contemporary audience of millennials.

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Inspiration Mood Board

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“Building a more compassionate society is going to be a bilateral exercise between individuals and the brands that represent their aspirations, their values and their truths. People make brands. If people are compassionate, brands will be compassionate in return.� – Monica Lewinsky

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Interviews

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Personas

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“Beyond Optimism”

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Logo Development

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Product Development

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Graphic Application

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Safety sealed with printed neck for your protection.

Drug Facts Active ingredient

Purpose

Sodium fluoride 0.02% (0.1% w/v fluoride ion) ........................................................... Anticavity

Mint Flavor

TM

• Begins working on contact • 5 days to whiter teeth • Helps strengthen teeth • Kills germs that cause bad breath

from Base to commun ities and th of recent ca e victims tastrophes. See all the do together good we at Target.co m/Commun ity.

s Use aids in the prevention of dental cavitie Warning

32 FL OZ (946 mL)

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Empty and Replace Cap

Keep out of reach of children. If more than used for rinsing is accidentally swallowed, get medical help or contact a Poison Control Center right ay. aw

Direction

Adults and children 6 years of age and older : PLASTIC BOTTLE use twice a day after brushing your teeth with a toothpast e vigorously swish 10 mL (2 teaspoonfuls) of rinse between your teeth for 1 minute and then spit out do not swallow the rinse 049 08 0108 R00 ID095420 do not eat or drink 30 minutes after rinsing Dist by Target Corp., Mpls., MN 55403 instruct children under 12 years of age in good rinsing habits (to minimize swallowing) Made in U.S.A with U.S. and foreign component s supervise children as necessary until capable of using without supe rvision 2015 Target Brands, Inc. children under 6 years of age: consult a dentist or doctor

Other information water, alcohol (8%), hydrogen peroxide, poloxamer 407, sodium saccharin, sucralose, menthol, phosphoric acid, disodium phosphate, flavor Inactive ingredients

store at room temperature (59 - 77 F)

Guest Services 1-800-910-6874

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Citrus Scent • Kills 99.9% of germs • Vitamin E and Aloe • 40 antibacterial wipes • 5in by 7.5in

Drug Facts Active ingredient Benzalkonium Chloride 0.115% ...............................................................................................Ant

Purpose

ibacterial

Uses

For hand washing to decrease bacteria on the skin.

Warning

3T-4T Size Comfort: Absorbency: Ultra absorbent Simplicity: Easy-open sides Learning: Design fades when wet 23 count

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from baseTM to communities and the victims of recent catastrophes. See all the good we do together at Target.com/Commu nity.

For external use only.

Do not use:

in the eyes. if you are allergic to any of the ingredients.

When using this product

if eye contact occurs, rinse eyes thorougly with wate r.

Keep out of the reach of children.

If swallowed, get medical help or contact a Poison Control Center rightay. aw

Directions

Storage. Store at room temperature. Dispensing. Remove seal band. Open bottom tab and take out inner package. Remove tab seal and place back inside. Place bottom tab back on. Open top tab and pull out sheets through center opening. Use. Apply wipe thorougly to hands as desired Allow dry to without wiping. Disposal. Dispose of used wipes in trash receptacle after use. Do not flush.

Using antibacterial hand wipes with aloe is a convenient way to get rid of dirt and germs quickly, leaving your skin feeling fresh, soft, and less dry Strong and soft, they are a smart solution to cleaning up in the car, baot, at picnics, school, work, sporting events or when camping or traveling. Use any time to clean and refresh . *This product is neither made nor distributed by Platex Products, Inc., the owner of the W et Ones registered trademark . *Kills 99.9% of germs that may cause illness. Store at room temperature.

We welcome any questions you may have at Target.com/comments or 1-800-910-6874

Distributed by Target Corporation Minneapolis, MN 55403 Made in U.S.A with U.S. and foreign component s ©2014 Target Brands, Inc. Shop Target.com

Empty and Replace Cap

PLASTIC BOTTLE

Inactive ingredients

Water, Aloe Barbadensis :eaf Extract, Disodium Cocoamphodiacetate, SD Alcohol 40-B, Methylchoroisothiazolinone, Methylisothiazolinone, Tocopheryl Acetate, Disodium EDTA, Citric Acid, Fragrance.

100% satisfaction guaranteed or your money back.

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253 04 0775 R00 ID284497

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Base to communities and the victims of recent catastrophes. See all the good we do together at Target.com/Community. TM

100% satisfaction guaranteed or your money back.

We welcome any questions you may have at Target.com/comments or 1-800-910-6874 Distributed by Target Corporation Minneapolis, MN 55403 Made in U.S.A with U.S. and foreign components TM & ©2016 Target Brands, Inc..

Packaging made with minimum 20% post-consumer recycled material, primarily sourced plastic bottles and recycled paper.

Girl’s Training Pants 3T-4T Size

Girl’s Training Pants

3T-4T Size Comfort: Absorbency: Ultra absorbent Simplicity: Easy-open sides Learning: Design fades when wet

CAUTION: Choking may result from anything children put into their mouths. To avoid risk of choking, do not allow your child to tear the training pants. Discard any torn or unsealed pants. Like most

8,235,962; 7,862,550; 7,534,237; 7,497,851; 6,953,452; 6,849,067; 6,645,190; 6,635,797; 6,297,424.500000035386

Comfort: Absorbency: Ultra absorbent Simplicity: Easy-open sides Learning: Design fades when wet 23 count

23 count 6

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Ingredients: Water, Cyclopentasiloxane, Cyclohexasiloxane, Aloe Barbadensis Leaf Juice, Benzyl Alcohol, Sodium Chloride, Dipropylene Glycol, Poloxamer 182, Allatonin, Tripotassium EDTA, Benzalkonium Chloride, Glycerin, Cucumis Sativus (Cucumber) Fruit Extract, Potassium Phosphate, Dipotassium Phosphate.

TM made from Base to communities and the victims of recent catastrophes. See all the good we do together at Target.com/Community.

Shake to activate our oil-free base eye makeup remover. Use to gently wash away waterproof makeup without stretching or pulling skin. Skin is left fresh and clean with no residue. Aloe and cucumber extracts help sooth skin. Directions: SHAKE WELL. Apply with a cotton pad on closed eyelids. Rinse gently with warm water. WARNINGS: Avoid contact with eyes. If skin irritation or rash develops, discontinue use. For children less than 6 months of age, consult a doctor. Keep this and all drugs out of the reach of children. In case of accidental ingestion, seek professional assistance or contact a Poison Control Center Immediately.

037 12 0696 R0D ID105404

Oil-Free • Effective and gentle • Removes waterproof mascara • No oily residue

5.5 FL OZ (162.6 mL)

Distributed by Target Corporation Minneapolis, MN 55403 Made in U.S.A with U.S. and foreign components ©2017 Target Brands, Inc. Shop Target.com Guest Services 1-800-910-6874

Empty and Replace Cap

PLASTIC BOTTLE

*This product is not manufactured or distributed by Neutrogena Corp.

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baseTM reviving body wash cleans and moisturizes skin to help it feel soft and smooth throughout the day. It’s a gently cleansing formula with a fresh pomegranate and lemon verbena scent that invigorates the senses. Directions: Apply onto body using a wet pouf, washcloth, or hands. Work into a rich, creamy lather and rinse.

CAUTION: For external use only. Avoid getting into eyes. If this happens, rinse thoroughly with water. KEEP OUT OF REACH OF CHILDREN. Ingredients: Water, Cocamidopropyl Betaine, Sodium Laureth Sulfate, Sodium Chloride, Sodium Cocoyl Glycinate, Sodium Lauroyl Isethionate, Acrylates Copolymer, Lauric Acid, Glycerin, Fragrance, Styrene/acrylates Copolymer, Stearic Acid, DMDM Hydantoin, bHT, Tetrasodium EDTA, Etidronic Acid, Methylisothiazolinone, Iodopropynyl Butylcarbamate, Propylene Glycol, Citric Acid, Sodium Hydroxide, Red 33.

100% satisfaction guaranteed or your money back.

Pomegranate and Lemon Verbana Scent • Compare to Dove go fresh • Pomegranate and Lemon • Verbena Scent Revive Body Wash

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22 FL OZ (650.6 mL)

Empty and Replace Cap

We welcome any questions you may have at Target.com/comments or 1-800-910-6874

PLASTIC BOTTLE

L0016107BA *This product is not manufactured or distributed by Unilever.

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32 FL OZ (946 mL)

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NET WT 21.5 OZ (1.34 LB) 610 g

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NET 1 QT (32 FL OZ) 946.2 mL

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Base Process Book  

Copyright Vanessa Haemin Lee

Base Process Book  

Copyright Vanessa Haemin Lee

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