up&up, 2025

How do you make a value brand feel more valuable?

Visual Identity

Agency:
COLLINS

Client:
Target

up&up was a huge team effort, in which I’m proud to have played a small part in.

From COLLINS: Story
When Target reformulated 40% of up&up’s products and expanded into new territories—including pet grooming, moving supplies and oral care—we worked closely with them to solve a paradox: How do you make a value brand feel more valuable?

The solution we developed in partnership with their team is a new, vibrant design system that adapts to each category’s quality cues.

Beauty products now feature premium aesthetics, while household essentials maintain functional clarity—all unified by a new brand logotype. Category-relevant palettes and enhanced navigation cues strengthens overall shelf presence, while color blocking creates amplified shelf pop. Beyond new visual design, occupational therapists helped improve packaging form and functionality, particularly for frequently-used items like body lotions and household cleaning products. The redesign also advances Target’s sustainability goals by reducing plastic usage and incorporating paper alternatives where possible.

Impact
Guests report they can more easily navigate up&up products across its many categories. The evolution has strengthened shoppability, recognition and up&up brand preference.

Project and case study by COLLINS:
Antonia Lazar
Morgan Light
Oilang Maui
Daniel Ferro
Oliver Dell
Barney Stepney
Xinle Huang
Rohan Rege
Jaeyou Chung
Mason Lin
Kristine Lim
Jing Qi Fan
Megan Bowker
Arielle Kroloff
L.A. Corrall
Beth Johnson
Alex Athanasiou
Michelle Brandemuehl
Kevin Chao
Sean Danz

Target Creative Team

3D
Pedro Veneziano

Photography
Mari Juliano

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 Available from 18th December