New Name, Logo, and Packaging for A New Day by COLLINS

Launched in Fall 2017, A New Day is one of twelve new in-house brands being launched by Target over a period of two years and will focus on women’s ready-to-wear apparel, ranging from tops to bottoms to accessories. It’s a kind of J. Crew meets Zara meets Target’s friendly prices combination. While not a direct evolution, this new line replaces Target’s previous women’s brand, Merona. The new identity for A New Day has been designed by New York, NY- and San Francisco, CA-based COLLINS. Merona, the brand being replaced by A New Day. We helped name this new apparel page turner “A New Day” — personifying the idea that Target guests view every day as a new chapter in their life–a new chance to write their own story. The acronym A.N.D. is al