up&up was a huge team effort, in which I’m proud to have played a small part in.
From COLLINS:
Story
When Target reformulated 40% of up&up’s products and expanded into new territories—including pet grooming, moving supplies and oral care—we worked closely with them to solve a paradox: How do you make a value brand feel more valuable?
The solution we developed in partnership with their team is a new, vibrant design system that adapts to each category’s quality cues. Beauty products now feature premium aesthetics, while household essentials maintain functional clarity—all unified by a new brand logotype. Category-relevant palettes and enhanced navigation cues strengthens overall shelf presence, while color blocking creates amplified shelf pop. Beyond new visual design, occupational therapists helped improve packaging form and functionality, particularly for frequently-used items like body lotions and household cleaning products. The redesign also advances Target’s sustainability goals by reducing plastic usage and incorporating paper alternatives where possible.
Impact Guests report they can more easily navigate up&up products across its many categories. The evolution has strengthened shoppability, recognition and up&up brand preference. Project and case study by:
COLLINS Antonia Lazar Morgan Light Oilang Maui Daniel Ferro Oliver Dell Barney Stepney Xinle Huang Rohan Rege Jaeyou Chung Mason Lin Kristine Lim Jing Qi FanMegan Bowker Arielle Kroloff L.A. Corrall Beth Johnson Alex Athanasiou Michelle Brandemuehl Kevin Chao Sean Danz