Up&Up, Target’s private-label brand known for everyday essentials, has introduced a refreshed visual identity. Its logo and packaging have been updated for better clarity, visibility, and a more modern look. The redesign, developed by COLLINS in collaboration with Target’s in-house creative team, keeps the brand’s core elements while refining its structure, typography, and color palette.
One of the most noticeable updates is separating the brand name from the upward arrow. Previously, the text was embedded within the symbol, but now, both elements stand on their while still feeling connected. The arrow remains a key feature but has softer, rounded edges, giving it a more welcoming look.
The typography has been updated to a bolder, more contemporary style. The old Helvetica-inspired typeface has been replaced with Matter by Displaay, a modern sans-serif that feels more distinct and engaging. The new lettering improves readability, and the ampersand has been resized to align more smoothly with the descenders of the “p” letters, creating a balanced flow between the text and the symbol.
The color scheme has been reworked, replacing the original muted turquoise with a brighter, more saturated light blue set against a deep violet-toned background. The contrast makes the branding stand out across different product categories and packaging styles.
The packaging system has been redesigned to support Up&Up’s expansion into new categories, including pet care, dental hygiene, and moving supplies. A structured color-blocking system now assigns specific hues to different categories, making it easier for shoppers to find products while keeping a consistent brand look across Target stores and online.
Functional design improvements have also been introduced for better usability. Occupational therapists provided input on packaging ergonomics, leading to improved grip and dispensing features for frequently used products like body lotions and household cleaners. Sustainability efforts were also factored in, reducing plastic use and incorporating more paper-based alternatives where possible.
The updated identity reflects how Up&Up has evolved while keeping the familiar elements that have made it a trusted brand for Target shoppers. The refined arrow, bold typography, and refreshed colors create a cohesive and adaptable brand presence that fits today’s retail environment. The changes reinforce Up&Up’s commitment to offering high-quality essentials with a bold and practical design.
