COLLINS teamed up with Target in order to completely reinvent one of their popular sub-brands, Merona. The result is a clean and feminine branding and packaging solution for “A New Day.”

Challenge

Target is introducing twelve new original brands over the next two years in a bid to create real, covetable brands rather than labels that simply span a wide range of products. COLLINS was asked to help build one of the first of these new brands to be introduced—a women’s ready-to-wear range that delivers on-trend, but versatile pieces to punch up guests’ everyday style. This new brand will be replacing a Target staple, Merona.