On the Up & UP
Roaming the aisles of Target over the last few months you may have noticed a “new” brand on the shelves. Target Corp is adding “up & up” to their list of exclusive brands, which already include Archer Farms, Market Pantry, Choxie, Sutton & Dodge, and Wine Cube. According to a May report by Nicole Maestri of Reuters this rebranding will affect the Target brand line used for sunscreen, tissues, diapers, and other household products.
Reuters also reports:
“According to a study commissioned by the Private Label Manufacturers Association, three out of 10 consumers said they are “buying more store brand products” compared with a year ago.”
The redesign has taken the old bulls-eye logo, normally seen in white or red, and morphed the entire brand to feature bright colors, a soft-edge arrow, and the new name, “Up & Up.” The newly repackaged products started hitting shelves in March. By the time the rebranding is complete, some time this autumn, it will include roughly 730 items across 40 product categories.
I think the rebrand will help Target Corp get market share. The old bulls-eye logo was a little anti-climactic for current packaging trends. This new branding vision adds a fresh look to the packaging and a more upbeat look to the brand. Let’s hope that the name is just reminiscent of the phrase “on the up and up” and not a foreshadowing for the pricing structure.
