The new cookware brand Figmint is adding a bit more class to Target’s home goods section. With a priority on a high-quality, accessible experience, the brand used a smart reduced waste approach to their packaging that keeps the products safe without the need for polystyrene. The move also cuts 95% of the usual plastic from the final product, a huge potential development for cookware packaging.
Figmint is Target’s latest kitchen brand. It launched in fall of 2023 with over 250 pieces of cookware, bakeware, tools, gadgets, linens, cutting boards, storage containers, and more. The development process was a close collaboration with product design, marketing creative, and branding teams. The structural packaging was a particular focus for the brand launch. Target’s internal Packaging Design & Engineering team delivered an elevated brand experience, increased features for accessibility, and major progress on improving sustainability.
