Branding drives revenue: When Target wanted to unify a collection of well-known national grilling brands, the retailer turned to Larsen to name, brand, and package the line. Sales increased by more than 10%.
Highlights
- Branding with sizzle! Each national brand had a distinctive wordmark that needed to remain prominent on the packaging, yet subordinate to the Target master brand
- Grill It! The umbrella name for the seasonal category had to be short, fun, and instantly understandable, yet comprehensive enough for a wide variety of summer merchandise
- The colorful wave graphic unified the line, yet preserved the individual brand identities of Weber, Thermos, Aussie, Oklahoma Joe, and other national partners
- Complicated packaging requirements for each individual brand required technical know-how, design expertise, and skillful use of visual hierarchy
