Fifty2 – The MPB Project: Target – Threshold

“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, this carefulreview of the best Private Brands in North America across all retail channels will be published as my first book along with a several new chapters that focus on strategy, packaging and design learning’s from the included brands.

I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Target - Threshold - frontThreshold
In mid 2012, Minneapolis, Minnesota based big-box retailer Target undertook the biggest rebranding effort in the company’s history: rebranding Target Home brand, the last Private Brand in the portfolio to carry the iconic Target Bullseye. In the transition the retailer took the opportunity to revaluate every aspect of the brand: positioning, name, logo, color palette, voice, product, quality, packaging and style parameter. The new brand, Threshold, debuted with an assortment of entertaining essentials, accents and decorative accessories and will continue to expand through the entire home assortment in 2013.

The result is a confident and purposeful brand that expresses itself in an elegant, contemporary, modern brand execution. The neutral gray and white accentuate the pop of green in the logo, and accentuates the details that make the packaging and design special. The subtle patterns and half circle notch are thoughtful details that make for great brand design. Beyond the package design, Threshold presents a intentional brand voice and design aesthetic that defines its sense of style in virtually every product. Color, texture, pattern and scale all combine with quality to create a brand that differentiates and gives the Target customer both a brand and products she can love.

Threshold is a confident expression of Target’s promise: “design for all.” The brand is truly designed to express “her” lifestyle and create an asset in the Target Private Brand portfolio that differentiates with a strong personality, exceptional quality and beautiful product design. At their very best Private Brands have the potential to move beyond the simple price, quality, and value equations and give customers a reason to choose one retailer over another or one brand over another – here, Threshold succeeds.

Brand: Threshold
Brand Focus:
Home Decor
Minneapolis, Minnesota
2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.