Target: Good & Gather

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Overview

 

Target was preparing to launch a new flagship grocery brand—a fresh, modern line of everyday food essentials that would replace multiple legacy sub-brands. They needed a name, a point of view, and a voice that would feel unmistakably “Target” while resonating with a broad, family-focused audience.

 

Challenge

 

How do you create a name and identity that can stretch across hundreds of SKUs, feel simple but distinctive, and elevate the perception of store-brand groceries? The branding had to stand out on the shelf, align with Target’s overall tone, and set the stage for future product expansion—all without alienating loyal shoppers of the outgoing brands.

 

Solution

 

•Collaborated with creative leadership to concept and name Target’s now-signature grocery line: Good & Gather

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•Helped define the tone, story, and philosophy behind the brand—centered on real ingredients, everyday ease, and feel-good food

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•Developed messaging pillars, headlines, and brand storytelling to support packaging, in-store signage, and digital assets

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•Consulted on how the brand voice could flex across categories—dairy, snacks, frozen, etc.—while staying cohesive

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•Supported Target’s internal creative and marketing teams through brand rollout and refinementThe impact

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•Good & Gather launched to wide acclaim, becoming Target’s largest owned food brand with billions in annual sales

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•The name and brand identity helped unify and simplify the grocery aisle, increasing recognition and trust

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•The work continues to shape Target’s food presence—bringing elevated design and storytelling to everyday essentials