Market Pantry is the largest grocery brand in Target’s portfolio with 2,250 SKUs in over 100 categories. Although the previous design system delivered strong value cues and brand recognition, it lacked personality and was perceived by guests as generic and low quality.

The Market Pantry brand was reimagined as "Classics with Character", leveraging craft and heritage cues found in traditional pantry staples. The goal was to shift the perception of the brand from a compromise solution to a preferred choice to better align with the evolving needs of millennial guests. 

All Photos credited to TARGET Creative