This week’s Target circular features its newest home private brand Made by Design, which the ad describes as “Everyday Ingenuity that’s a joy to use.” The new brand is the first time since the retailer replaced their “Target Home” private brand with Threshold in 2012, that the Bullseye appears on package and close to a decade after it launched Up & Up killing Target-branded NBE private label.
A deeper dive into the new brand reveals a Made by Design page on Target.com with beautiful minimalist photography and language that presents more insight on the brand.
Products we believe in. Guaranteed to last one year.
Made For Cooking Up Favorites
Stock your kitchen with easy-to-use stainless steel cookware or non-stick ceramic cookware with soft-grip, silicone-covered handles. Stainless steel cookware starting at $15.
Made For Everyday Togetherness
Versatile and space-saving, our dinnerware and drinkware has a timeless style that works in any home. Dinnerware starting at $2.
Made For A Better Night’s Sleep
Fluffy down-alternative comforters. Duvet covers that keep their shape and softness. The perfect pillows. Go ahead, let yourself sleep in. Pillows starting at $6.
So, I thought I would walk a couple of stores and take a look at the products, merchandising and branding.
All of the products are designed by the Target design team and are simple minimal and decidedly Muji. Which means I would be happy to have them in my kitchen and honestly wonder what Target’s designers could do if given higher price points.
The branding and package design is clean and understated allowing the product to speak for itself.
The merchandising in the three stores is a few endcaps and some inline signage with some placement in the department store type area framed by the white house.
Overall I am impressed! Nice work!
The store walks did leave a few questions.
What is happening with Room Essentials? Will it survive the transformations of the home private brand portfolio at Target? And How many brands can Target actively manage in one department?