Wondershop

Debuted in 2016, Wondershop is a branded in-store and online destination for guests to get all their holiday needs—like tree-trimming items, festive treats and family pajamas—with ease and style at an incredible value. Wondershop is Target's owned brand that celebrates all things holiday. The packaging comes in two colors: red packaging for more basic items, and white is for our more trendy products that need more of a frame to elevate the product. Across the assortment, there are special details such as unique snowflakes and flourishes on the back and sides of packages and a product-specific poem on the back that tells the brand’s story. All of these details are what makes this brand a success and are also what makes this brand so difficult to execute.

Working very closely with the packaging engineers and the product designers we were able to showcase the product while also creating some very intricate diecuts around the logos whenever we had a tray box or hangtag, or any format that would allow us to do so. The amount of flourish on the back and sides of the package are particularly difficult and called for not one brand execution toolkit but several as each department has it’s own set of illustrations and story to tell.