Up & Up

Up & Up is one of largest in-house brands of any store. It is a brand under Target corporation that contains approximately 800 different products, including colored pencils. Currently, the art supplies are similar to simpler competitors, such as Crayola, that offer a set of a variety of colors. With this design, the brand is transitioning to connect to fine art brands, such as Prismacolor, by offer a set of 6 different eight-color palettes. Each box and set is distinct while still connecting together as a cohesive brand.

Solution

Up & Up colored pencils are marketed towards children. More specifically, the packaging intends to convince parents, who represent the majority of shoppers at Target, that this product is a great gift for their child. Children are more attracted to brighter colors because their eyes are still developing so the series utilizes highly saturated primary and secondary colors. This intends to catch the eye of children exploring the store or convince parents that their child will love the pencils as much as they love other brightly-colored products, such as toys or playgrounds.

The colors chosen were mainly picked to match the colored pencils inside of the packages. It was also important to keep a high level of contrast between the different boxes so each set seemed unique. The green is for a set of green colors and the blue for a set of blue colors. For the pastel set, pastel colors include baby blues and light yellows but when searching pastel colors the first colors to appear are always pinks and lavenders. A mix of pink and lavender seemed to more wholly represent the contents. For the “Skin & Friends,” which is a nude set, it was important to keep the theme of bright colors. If you increase the brightness and saturation many of the nude color the color becomes a red or an orange, so red was used for the packaging. For “Shiny & Bright,” neon colors are mainly used for lights so a warm color was selected to represent the warmth given off by light bulbs. The set that has a variety of colors, “Art & School,” is intended to be the most bought set. Yellow relates to the #2 pencil, school buses, and other products that have connotations of elementary school.