Minneapolis superstore Target continues to redefine its Private Brand portfolio with brand redesigns and product launches, while mega brand Up&Up has garnered most of the attention over the last year a number of smaller category brands have been launched or redesigned. The pet brand Boots & Barkley has recently been redesigned and relaunched in pet food. The Private Brand has been a staple at Target for a number of years with rather unremarkable bland packaging; the new design continues the white trend set by Up&Up creating a significantly more compelling presence at shelf. As Target redefines its portfolio it will be intriguing to discover what role each brand plays and how they reinforce the overall Target positioning.
Stay tuned there are a few more of these to discuss.