Smith & Hawken
Target owned this amazing gardening brand but needed to refocus it with sustainable products in more sustainable packaging. We brought its origin story forward and used raw cardboard and kraft.
Getting the village of Target to print on uncoated paper and use kraft paper to represent the heart of the brand was a small triumph.
my ACD role:
Developed multiple visions for the brand with the team, led designers, typographers, collaborated with product developers, writers, packaging and sourcing. Required a lot of print tests and well timed photo shoots at dusk for outdoor lighting.
Designed in the Brand Design Lab, Target Creative
Creative Director: David Hartman
Lead Designer: Dawn LeBail
Photo AD: Tracie Neff and Amy Miller