Everspring
Target is uniquely positioned to deliver the best products at the best value which is how this plant based cleaning line launched into the market in 2018. ‘Down-to-earth solutions that are up to Earth’s standards’ is the mantra that proudly became the brand tagline.
Everspring was my first foray into essentials at Target but a category well known to me from years with Caldrea and Mrs. Meyers. In-house product teams developed the formulations and vessels. Brand identity was an exercise in threading the needle between telegraphing natural, and delivering a Target-worthy shelf presence. The confidence of the dark green led the way to differentiate and a rainbow of goodness systematically followed.
my ACD role:
Led the design, naming, art direction and messaging. Later presented the entire process as case study to the head of the US Patent Office to demonstrate the rigor of building a brand and getting their trademark.
Designed with Brand Design Lab, Target Creative
ECD: Todd Waterbury
Creative Director: David Hartman
Lead Designer: Dawn LeBail
Designers: Luke Hunt, Brad Norr
Production Design: Tracy Hogenson
Copywriter: Erin Duffey and Ali O’Riely
Project Manager: Katie Ploeger
Photographer: Josh Grubbs
Art Director: Dawn LeBail
Stylist: David Anger