Opinion by Richard Baird.
Room Essentials is a line of modernist home furnishings created and sold by American retailer Target. The range covers over 2,000 products across 60 categories, and includes items such as blankets, lighting, chairs, tables and tableware.
While securing significant revenue for the retailer, the range has, over the last five years, experienced a downturn in sales generated by its Millennial demographic. With this in mind, and with the intention of recapturing the enthusiasm for and interest in the range, Target commissioned New York based Collins to reimagine Room Essential’s brand identity.
Curated by Richard Baird.
March’s highlights included new packaging for organic energy drink StrangeLove by Marx Design, Acre’s brand identity for Singapore based Italian restaurant chain Marco Marco, IS Creative Studio’s work for the Latin American Design Festival and Peter Gregson’s bold label treatment for Djurdjic Winery. However, there were five projects that stood out and have made it into BP&O’s Best of Series, a feature that brings together the most interesting and unusual projects published on the site each for another opportunity to be seen and shared.