Target Elevates Its Shipping Boxes

Just in time for the holidays, Minneapolis basedTarget’s in-house creative and packaging teams has transformed it’s traditional shipping boxes into three too-cute-to-toss designs.

Todd Waterbury, Target’s chief creative officer

“Target’s new shipping boxes help elevate the everyday,” said Todd Waterbury, Target’s chief creative officer. “We wanted to take a routine interaction, like receiving a shipping box on your doorstep, and turn it into an expression of joy using Target’s iconic branding. We took a unique creative approach to each of the three box designs so that it brings to life our mascot Bullseye in a different and playful way, that’s unmistakably Target for our guests.”

The three designs feature: Bullseye, Target’s faithful mascot, pulling up in a Target delivery truck; Bullseye scampering around the house, and Bullseye peeking out of a Target box. And the fun won’t stop when the holidays are over—the retailer is planning to ship orders with these playful boxes into the new year.

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SOURCEA Bullseye View
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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.