Identity

Target Grill It! Name, Identity, Packaging

Colorful, fun, unifying

How to unify well-known national brands under a Target master brand? Create a new name, a clear visual identity, and eye-catching packaging that doesn't compete, but provides brand cohesion. The name Grill It! and the colorful wave graphic did just that —preserving strong individual brand identies of Weber, Thermos, and other national partners, while establishing a seasonal focus for point-of-sale environments in Target stores. Within one year, Grill It! sales increased by more than 10 percent over sales in other seasonal areas.