R+R teen logo development and initial "re-usable" packaging concept was developed by Chase Design Group. The project then came in-house at Target. I defined packaging standards/materials/price points, developed in-store signing, photo art direction and promotional materials.
Packaging elements include a comforter bag with wire insets that keep it upright so the bag can be re-sued. In addition, the sheet bag had handles cut into the poly-material so it could be used as a tote later. Key chains and lanyards were used as packaging elements to give the brand longevity.
Below is the direct mail piece that went out to the tween guest audience. The back panel had a questionnaire to help determine your style preference: island, gypsy, preppy or modern.
In-store signing had similar images and models to the direct mail piece to create continuity in the brand experience. The overall backer paper was purple tones to tie to the logo colors. The individual style preferences were color coded for clarity within the run.
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