Good Chemistry is Here To Revamp The Fragrance Aisle At Target


We love these beautifully designed perfumes and our favorite part about them is that they’re available at the fragrance aisle at Target. Illume teamed up with the mega-store in order to create an entire brand position and packaging for Good Chemistry, a range of fragrances that has something for everyone.


“Illume was asked to rethink the fragrance aisle at Target and update it from an outdated approach based mainly on celebrity perfumes into something relevant and inspiring. Good Chemistry is a much needed evolution from one-size-fits-all fragrances to intentional and meaningful collections composed of four moods or personalities: Confident + Charming, Good + Grounded, Vibrant + Playful, Cool + Collected. Each collection is designed to appeal to one of the four personalities. The fixture signage as well as callouts on the packaging help the customer choose the right fragrance for their personality or current mood.”


Designed By: Illume
Creative Director: April Mueller
Design Director: Dawn Wenck
Designers: Taisha Sveda, Abby Wacek
Client: Target
Location: Minnesota