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Target Corporation

Packaging Design

Target Corporation is a US big box retailer with over 50 multi-million dollar brands under its label. These brands fall within 3 categories -

Food & Beverage, Home & Hardlines, and Apparel & Accessories.

ROLE

Art Director, Creative Production Designer

for multiple brands

DURATION

Oct 2019 - Sep 2023

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My Role

• Understanding product and brand positioning

• Making each guest feel included and represented through colours, copy, and photography

• Incorporating sustainability through packaging innovation

On a day-to-day basis, we would:

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Use brand guidelines to design for newly introduced products, line extensions, and seasonal assortment

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Build stronger connections to ensure globally aligned teams

(art directors, copywriters, packaging engineers, buyers, external vendors)

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Consistently optimize brand resources like toolkits and design systems, reference layouts etc.

My Achievements

Professional
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01. Led a global effort to streamline brand processes.

This reduced turnaround time by 60% and soft-proofing error rates by 99% saving over 20 hours of manual work per person per cycle.

02. Initiated conversations on sustainable packaging methods with short-term (standardised dielines) and long-term (alternative regenerative materials) goals as part of the Target Forward initiative.

03. Won Director's Award for leading the newly introduced Spritz Easter collection and refining brand guidelines to increase efficiency.

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Personal

01. Target's collaborative environment helped me find my voice, build confidence, embrace unconventional thought processes, and forge lasting relationships.

02. With time and attention being our most valuable resources, I learned the importance of planning and having clear, succinct, and action-oriented communication. 

03. Giving back to society through

pro-bono projects, CSR activities, awareness events, and more, which cemented my desire to work for the betterment of people and the planet.

My Work

Below are a few products from different brands I have worked on.

These can all be found on Target.com (available depending on season)

1. Good & Gather

A high-quality, great-tasting, and affordable brand for the pantry.

BDL India Team: 

Assistant Creative Director - Shweta Mohare

Senior Art Director/Manager - Krishnananda Kini

Art Director - Tanya Meshram

Production Design - Sanjay P, Raghavan S

Imaging - Christy Prahu, Vijay Lazar, Jeevan Nair

BDL USA Team:

Creative Director - Steven Jockisch

Post-production: SGS

Scope of work:

Layout design, copy, image composition, colours, typography

Learnings: 

Understanding guest needs, shopping behaviour, category norms and applying them to different products

Category:

Food & Beverage

Launch year:

2019

Scope of work

Colour variants for differentiation

Placement of logo,

product copy, icons, 

and legal claims 

Dieline considerations

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New ticker-tape banner for limited edition

Consistent photography

Core range - Apple Cider
Signature range - Olive Oil
Signature range - Olive Oil
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Signature range - Pizza
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Core range - Dip
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Core range - Protein Bars
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Organic range - Ketchup
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Organic range - Oatmeal Cup

2. Mondo Llama

A fun and creative brand that enables people of all age groups to boldly express themselves.

BDL India Team: 

Assistant Creative Director - Shweta Mohare

Senior Art Director - Terese Devasahayam

Art Director - Tanya Meshram

Copywriter - Aanandita Chawla

Production Design - Ganesh G, Sounder Rajan

Imaging - Christy Prahu, Vijay Lazar, Jeevan Nair

Project Manager - Disha Barooah, Priyanka Moktan

BDL USA Team:

Creative Director - Ashley Hohnstein

Photo AD - Matt Baker

Post-production: Periscope

Scope of work:

Dieline and layout design, copy, image composition, colours

Category:

Home & Hardlines (Arts & Crafts)

Launch year:

2020

Scope of work

Placement of logo and product copy

Front of pack photography

(product end result)

Legal claims

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Assigning pattern

Assigning colour and design strategy 

Back of pack photography

(product close-up)

Dieline consideration

Easter range

Introducing a new colourway

Every new range is assigned a unique colourway inspired by the assortment and target audience

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Trend, STEAM Kits (Kids)
Trend, Garden Kits (Adults)
Trend, Harvest Kits

Introducing a new colourway and pattern

Mondo Llama introduced new seasonal assortments to cater to a larger audience and honour various cultures. We carefully created colour palettes and patterns that were culturally significant and celebrated diversity.

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Seasonal, Hanukkah
Seasonal, Ramadan

Artist collaborations

To make celebrations feel rich, inclusive, and personalised, Mondo Llama collaborated with artists of different ethnicities on collections and attributed them on the pack.

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Seasonal, Dia de Muertos
Seasonal, Lunar New Year

3. Spritz

In addition to the widely-loved existing party supplies range, Spritz launched a new sustainable range with eco-friendly party supplies made from alternative materials like paper, cloth, and PLA.

BDL India Team: 

Assistant Creative Director - Shweta Mohare

Senior Art Director/Manager - Krishnananda Kini

Art Director - Tanya Meshram

Copywriter - Janya Jaideep

Production Design - Stephen Devadoss

Imaging - Jeevan Nair

BDL USA Team:

Creative Director - Jesse Lynch

Photo AD - Matt Baker

Post-production: Periscope

Scope of work:

Conceptualization, layout design, copy, image composition, colours

Learnings: 

Cueing sustainability through color while still retaining brand recall

Category:

Home & Hardlines (Party Supplies)

Launch year:

2022

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New sustainable range
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Existing packaging (for context)

That's all!

Thank you for taking a stroll through my packaging journey!

Here are some more projects for you to take a look at.

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