Project: Game Gallery Rebrand
Brief: Rebrand Target’s exclusive classic games line for a premium, modern look.
Result: Retention in the program for 2 years, equalling $45M/year
The Challenge:
Needed to protect shelf space that was threatened by competing manufacturers.
Packaging color scheme looked old and dated.
Rendered product images did not show off product well.
The Approach:
Branding narrowed down from options sent through consumer testing.
A Black background with game specific pattern to give high end aesthetic.
Gold icon and text in modern font for clear updated brand statement.
Photography replaced renders for easier read on shelf.
The Results:
$45M a year in business and renewal of the program for at least 2 years. (Approx. $90M total)