Target Beauty
Australian Made

Introducing a premium range of beauty packaging for Target Australia that celebrates native botanical ingredients.

  • Client
  • Date
  • Key Responsibilities
    Concept Development
    Colour Palette
    Style Guide Creation
    Template Design
    Art Direction & Artwork Approvals
    Project Management & Stakeholder Liaison

Target wanted to introduce a premium extension to their own brand beauty range with a focus on Australian made product and native botanical ingredients. The packaging needed to be elevated but still feel inkeeping with the main range.

As Packaging Graphic Designer for Beauty, I worked closely with the Lead Packaging Project Designer and Creative Design Manager to identify areas of elevation. The final design included a new colour palette, custom iconography and a hand-drawn botanical illustration collectively signifying the Australian natives while remaining generic enough to be used across a range of ingredients as the range grows.

I worked on finalising the new colour palette, and created a custom icon set highlighting key attributes of the range. I was responsible for finalising the design across various pack formats and creating templates for local suppliers to work with and assisted with final artwork approvals.

Packaging for any future products in the range would be designed by local suppliers for Target so following the completion of the initial range, I built out the packaging style guide to aid this process.