It’s time to get in the holiday spirit, and Target is here to help. The folks at the Target Creative Team have revamped their Wondershop private brand of holiday products, including lights, ornaments, tree toppers, and other festive decor. They’ve updated the packaging to look fresh, clean, and classy, and each product stands out on its own while still remaining part of a whole brand.

Before and After

The Wondershop brand name appears in a thick serif font, giving off a workshop vibe. This is juxtaposed with the delicate, intricate designs that surround “Wondershop,” feeling somewhat like the unique designs you might see in small snowflakes or in frost on windows. By using red, white, and gold, the packaging embraces the celebratory feeling of this time of year—and the gold feels especially luxurious. This uncomplicated and uncluttered approach to the packaging puts the direct focus of the consumer on how to incorporate this item into their decorating scheme.

Before and After

 

Overall, the Wondershop products feel fine tuned and have a clear objective. Instead of copying designs or using graphics that people just naturally associate with this time of year, small details elicit the actual feelings that we associate with the holidays. This instantly builds an emotional connection and makes the items an integral part of the celebrations. It feels cheery and bright, and the clean, simple layout adds an element of calm to the often-chaotic holidays.



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.