Target Redesigns Room Essentials

Room Essentials Front

This week begins with the first of a series of really exciting stories – breakthrough scoops that will present what are sure to be some of the biggest news of 2014. Don’t miss the rest of the week.

In early 2008, Minneapolis based retailer Target reintroduced its traditional home décor private labels Room Essentials the redesign and repositioning turned a tired old school private label into a compelling and affordable modern brand. Its successful reintroduction set the stage for the successful launch of the ambitious premium home décor brand Threshold in 2013.

Room Essentials 1However over the last five years Room Essentials has suffered a fate that is all too common for retail owned brands it has devolved from a once fresh and inspiring brand to a drab private label. The change came most prominently when the design convention that had given the boring name personality was dropped from the design.

Room Essentials UpdateThe smart design had turned Room Essentials into “re” and paired it with another word to bring it to life.

reStyle = accesories
reOrganize = home organization
reNew = ironing and clothing care
reDecorate = furniture

Room Essentials 2Over the last few weeks a redesign of Room Essentials has begun to appear on the shelves at Target. The new design brings a fresh modern look and feel to the tired brand and introduces a number of interesting and differentiating products (I love the desks) in the brand that are sure to breathe fresh life into the brand.

The new Room Essential is confident and bold and adopts a brand positioning that is unique unto itself in the Target Private Brand portfolio. It is not simply a cheaper version of Threshold but is instead a contemporary compliment that gives breadth and depth to the portfolio.

The new package design is remarkable for its restraint resisting the clutter of most Private Brand packaging it simply allows the crisp modernist photography and the product to speak for itself.

The new design lacks the whimsy and personality of the 2008/09 redesign however it reveals a new and more exciting brand that has the potential to truly live up to the Target mantra “Design for all.”

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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.