TARGET Corporation/Lifelong
To conceptualize and develop an innovative
package structural system for Target Corporation's
brand of premium pet food “Lifelong”, CHARGE id
created a ‘guest-centered’, ergonomic solution to
dramatically differentiate Lifelong from its
competitors.
Working directly with Target’s pet food vendor,
CHARGE id developed a container system that
provides correct portion measurement with a scoop
as its central feature. Not only does the design use
existing equipment and is compatible with ‘big box’
distribution requirements, it reinforces Target’s
commitment to design convenience. The year long
project provided Target with three differently sized
structures that share components and footprint,
maximizing cost savings and introducing a new
competitor in the expanding pet nutrition category.
To conceptualize and develop an innovative
package structural system for Target Corporation's
brand of premium pet food “Lifelong”, CHARGE id
created a ‘guest-centered’, ergonomic solution to
dramatically differentiate Lifelong from its
competitors.
Working directly with Target’s pet food vendor,
CHARGE id developed a container system that
provides correct portion measurement with a scoop
as its central feature. Not only does the design use
existing equipment and is compatible with ‘big box’
distribution requirements, it reinforces Target’s
commitment to design convenience. The year long
project provided Target with three differently sized
structures that share components and footprint,
maximizing cost savings and introducing a new
competitor in the expanding pet nutrition category.
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