Target customers know to “expect more, pay less.” But what if you utilize Target’s smart design thinking and eliminate the constraints of pay less? You get Aero.
Aero is a hypothetical store created by Target to compete with brands like Williams-Sonoma and Crate and Barrel targeting a more upscale market.
In Michael Osborne’s Package Design 4 class we had the challenge of taking this idea and running with it. We had the opportunity to build this brand from scratch with only one rule: it had to be good.
We established a target audience, created our vision for the store, determined categories, chose products and built the brands from the ground up. It was truly a learning experience that extended beyond just the design of the packaging.
In June of 2011 I was honored to represent my group and present this project on the main stage of The Dieline Conference in Chicago alongside Michael.
When creating a store like Aero, the store brand must maintain a smart design and modern edge that meets the standards of the store. There is no place for a so-called generic brand here.
Aero’s store brand extends across the categories of performance products, kitchenware, home goods and office supplies. Each category has its own unique color scheme and set of rules, but each remains unmistakably Aero.
None of these products need to be hidden under the sink or in a drawer. Each are designed to be sophisticated enough to be left out on a counter or desk.