Forget “employee of the month” or high school superlatives—this is The Dieline’s Packaging of the Month. This monthly feature offers an in-depth, behind-the-scenes look at one of the most popular designs that’s appeared on the site. It gives you the opportunity to learn more about the designer or agency behind the product, why they designed it the way they did, and why we here at The Dieline love it. For September 2016, we spoke with David Hartman at the Target Creative Team about teaming up with Collins and the design for Archer Farms Fair Trade coffee.
Who: Target Creative Team partnered with bi-coastal brand consultancy Collins when redesigning the coffee for their in-house brand, Archer Farms. Target, the second-largest discount retailer in the United States, is home to an array of brands, many of which are their own, such as Up & Up and Room Essentials. A makeover on any of their products requires meticulous planning and collaboration from many team members. Chief Creative Officer Todd Waterbury, Creative Director David Hartman, Associate Creative Director Steve Jockisch, and Designers Brad Norr and Luke Hunt worked together to expand the new and improved brews.
What: Bright and bold bags of Fair Trade coffee that entice the Target guest with a story.
Target’s Archer Farms Redesign – http://bit.ly/2f9Jspf
