Target Beauty
Main Range
Rolling out new packaging across the whole of the Target Australia's Beauty Department.
- Client
Target Australia - Date
2020 - Key Responsibilities
Final Concept Development & Colour Palette
Style Guide Creation
Template Design & Finished Art
Art Direction & Artwork Approvals
Project Management & Stakeholder Liaison
Target Australia required a new design route for their beauty packaging that brought together skincare, daily essentials, hair & beauty accessories, & bathroom products into one cohesive range while still keeping each category clearly defined for ease of shop. The Target packaging team worked with Mustard Creative on the initial concepts before taking over in-house to finalise concepts, build out the style guide and roll out artwork across the various pack formats and categories.
The final design route utilises a colour block design with clean, consistently placed typography. Four key category colours - skincare, daily essentials, hair & beauty accessories, & bathroom - ease the shopping experience for the customer and an additional category type device helps to identify and solidify the category. The skincare category - Renew Restore - has a secondary colour palette to emphasise different scents and product benefits, I was responsible for building out this palette.
As Packaging Graphic Designer for Beauty, I worked closely with the Creative Design Manager, Lead Packaging Project Designer and Beauty Buyer to build a brief for the agency to work on and review concepts as they were received. Once a final route had been decided upon, I took over the project in-house and led the design development, roll out, style guide creation and provided art direction to supplier’s in-house design teams and co-ordinated final artwork approvals. I developed a scalable layout grid to keep text size and the placement of elements consistent and used this as a base to build out templates across various pack formats - taking some all the way to finished art.
The scope of this project was large and online artwork approvals had to be coordinated by myself for upwards of 200 SKUs between the packaging team, local suppliers, the merchandise team, copywriting and QA. Stakeholder management was key to keep approvals and amends flowing through the system efficiently and allowing suppliers to print packaging on time and successfully meet ship dates for launch in-store.