The assignment was a group project creating a store brand and numerous private label brands. The approach to the project was if Target came out with a new store with a higher end demographic. The new store would be called Aero and be competing with stores like Williams-Sonoma and Crate and Barrel. The store brand and private labels were started from the ground up. This included research, naming, logos, full brand identities, and finished with package and product design.
Our concept for this store was to make it a home lifestyle brand. The store brand Aero crossed five categories of Home, Baby, Outdoors, Kitchen and Gourmet. Although all five had different brand colors and style aesthetics, they were unified by the same label layout. Our private label brands complimented Aero with similar categories but with more focus on specific demographics. Private labels included a children's line, camping gear, home entertainment necessities and an in store bistro. The four private labels have their own aesthetic and are not intended to be unified under the Aero look.