Target's Up & Up

   

Target has finally released "official" shots of its new Up & Up range. The design firm signed a non-disclosure agreement with Target, so unfortunately we can not reveal the team behind the new brand. Share your thoughts after the jump!

 

Comments

[Gilbert Lee]

I'm not sure why Target would do this. Will this not compete with their store brand? It looks so generic.

[Andrew Gibbs]

This IS their new store brand, it replaces it.

[Joerg Metzner]

This reminds me of the utilitarian approach to packaging in Communist East Germany. This is just an observation not a judgement.

[Joerg Metzner]

Here is a link to a lovely book about East German Design.

http://www.taschen.com/pages/en/catalogue/design/all/40201/facts.sed_design.htm

[smjdesign]

Looks cheap. When I got the promotional coupons in the mail a few months ago. All the arrows made it so I didn't even want to look through the coupon book. Their theme of simple design objects repeated 1 million times is getting old and annoying.

As a web designer, it reminds me of all the arrows I used to see 10 years ago on the web (around the time of the pixel font craze).

[designvagabond.blogspot.com]

I was irked as soon as I saw the cover of their promotional coupon book for their new brand.

I think what bothers me the most is both the proportional difference between the arrow and the photograph and also the apparent necessity for the arrow to overlap the image (it rarely does not).

Does anyone know if the arrow color has any relevancy to the product type/department, or if it's just for flattery to whatever the product is?

The saving grace is the snappy little tagline unique to each product. I think it's cheeky in a cute way.