Imagine, if you will, that you’re in a grocery aisle looking for flour. Your eyes scan bags upon bags for something familiar, but the brand you normally buy is out of stock. There’s this other one, though…lowest price (that’s good). Nice packaging, too. Chunky serif lettering, rich colors (that’s unexpected). Less expected: it’s Target brand? Add to cart.
This is something like my first encounter with Target’s Good & Gather, a private label brand launched in summer 2019. Unlike the generic brands of my childhood, Good & Gather is designed to make a shopper feel less like they’re budget shopping, and more like they’re treating themselves to…….
Eye on Design