New Logo and Packaging for up&up by COLLINS

Launched in 2009, up&up is one of Target’s flagship owned brands offering a selection of everyday essentials that range from personal care to beauty to kitchen and household basics at 10% to 30% lower cost than other national brands. Starting with a modest 800 SKUs in its first few years, the brand became a powerhouse seller, generating nearly $3 billion in sales every year as it continued to be embraced by customers. Last year, Target began reformulating 40% of its existing products to address customer reviews and feedback and meet new, higher quality standards while adding hundreds of new products like pet items and food storage, bringing its inventory to more than 2,000 items — most of them priced under $15. The new packaging system was designed by COLLINS in collaboration wit