Rebranding of Target Corporation's private label.

Base views private label as 'basic necessities to everyday life'. The consumption of private label is closely connected to the economic landscape and to ensure Target's private label success in the future. The brand aims to provide a platform for the millennial audience with an outlet to be a part of a community. 

Inspired by the humanistic history of mid-century art and design, Base takes an objective approach in presenting the products using pure forms and colors.

Packaging Design 2: Brand Systems
Collaborator: Hyek Im (Graphic Design) website
Recognition: Art Center Gallery

product development

logo development

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