Cloud Island

Where else would you want your baby to be but in a soft safe spot? When Target wanted to elevate and modernize its nursery offering we developed Cloud Island. We wanted a soft hand drawn feel to the logo and sweet touches that felt right for all babies.

This aisle used to have a pink ‘girl’ on one side and a blue ‘boy’ on the other. Cloud Island was the first foray into a gender neutral expression for Target in 2016. The brand combined nursery and layette products together in one destination in the store.

Designed in the Brand Design Lab, Target Creative
Creative Director: David Hartman
Lead Designer: Dawn LeBail
Photo AD: Tracie Neff

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