Rebranding of Target Corporation's private label. Base views private label as basic necessities of 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 audience of millennials with an outlet to be a part of a community such as recent natural disasters and political or civil rights movements while elevating Target as a humanistic and compassionate brand. By buying Base, shoppers become participants through donations made by purchasing Target's private label products.
Inspired by the humanistic history of mid-century art and design, Base takes an objective approach in presenting the products as they are through the use of pure forms and colors.
Collaborator: Vanessa Lee (Product Design)
Recognition: Art Center Gallery