When Target debuted its bargain sub-brand dealworthy last year, it provided an opportunity to move their other private label brand up&up, well, up. Of course, a no-frills look for both house brands wouldn’t work, as it would likely confuse shoppers as they peruse everyday items like paper towels and shampoo.
When mega-retailer Target set out to give up&up a new coat of paint, it turned to Collins for help. With over 2,000 SKUs across wildly disparate categories, from diapers and nicotine patches to kitty litter and garbage bags, creating a unified brand identity is no easy task, to be sure. “Working with the great team at Target, we set out to rethink what value really means—not just in terms of cost, but how a product fits into people’s daily lives,” says Brian Collins, co-founder of Collins.
