MAXX Socks

Extending the MAXX brand into a kids socks range,
contributing to a 75% increase in department sales compared to the previous year.

  • Client
    Target Australia
  • Date
  • Key Responsibilities
    Concept Development
    Packaging Design & Finished Art
    Project Management & Stakeholder Liaison

MAXX is Target Australia's own underwear & sleepwear brand. With the brand performing well in other areas of the store, the merchandise team required packaging for a new range extending MAXX into the kids socks department.

The range was split into everyday, school and sport with a premium performance tier in both school and sport so I had to consider how to differentiate these on pack. Having the size, cut, pack count and features and benefits clearly on pack was also extremely important for ease of shop so placement & hierarchy of these all had to be considered in the final design.

As Packaging Graphic Designer for Apparel I worked with the Creative Director and Creative Design Manager to finalise the design, and then worked with the buying team and local suppliers to determine appropriate pack formats and final features and benefits for each product. I was then responsible for the design roll out, all finished art, and packaging approvals with the buying team, then working with the local print supplier to produce the finished packaging.

Following the launch of the new range, along with a refresh of the existing MAXX packaging in kids underwear & sleepwear to align with socks, the department saw an increase in sales of ~75% versus the previous year.