Case Study

Target's Modern by Dwell

Creating a new brand that flexes Target’s design ethos.

Industry
Home Goods
Stage
Enterprise

Target partnered with design & architecture publication Dwell, and co-designers Chris Deam and Nick Dine, to develop a revolutionary home collection titled Modern by Dwell Magazine...

Target partnered with design & architecture publication Dwell, and co-designers Chris Deam and Nick Dine, to develop a revolutionary home collection titled Modern by Dwell Magazine. The line was custom-designed for style seekers who want to create a relaxing and welcoming residence with a modern aesthetic, but believe that obtaining this look means having to sacrifice comfort. The new collection features more than 120 items. The range of pieces deliver home decor and furnishings designed to be an integral part of daily life, allowing guests to modernize their home with products that are as functional as they are beautiful.

Target engaged COLLINS to help design a dynamic and modular system defining the brand, packaging, communications, merchandising and retail environments. To bring the spirit behind the collection to life, Target & COLLINS drew inspiration from the same modernist ethos that Chris Deam and Nick Dine used to approach the product design.

The overall concept was to give physical form to the editorial voice of Dwell. It is a quiet collection that celebrates smart, fresh, and purposeful design that is approachable. This isn’t fanciful stuff. It’s beauty born from utility. Our shared solution celebrates a deep respect for American modernism, while organizing all of the different elements in an inviting and uplifting manner.

With its incredibly positive response at launch, this line sold out in a few weeks.

COLLINS
Jules TardyLeo PortoIan AronsonMichelle FonsecaBryna KeenaghanMike AbbinkGabe BenzurBrian Collins

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Shelf Signal

A component augment, in this case a yellow field, that establishes a single, powerful visual element—shape, color, or image—designed to cut through clutter and draw attention at the shelf.

Grid

A structural system enforcing consistency and adaptability across an enormous decentralized identity system.

Choice Architecture

A component augment that combines color coding, icons, and hierarchy to guide consumers effortlessly through product lines at shelf. By reducing decision fatigue and enabling clear differentiation, it empowers consumers to make informed choices at a glance.

Extensibility

A performance property that ensures identity systems can integrate future SKUs, formats, surfaces and contexts without losing coherence.

Impact

100%

Of Inventory Sold

Sell-through exceeded expectations as the collection sold out nationwide within weeks of launch.

120

SKUs United by System

Seamlessly unified over 120 SKUs through a cohesive, modular visual and packaging system.

New Customer Segment Reached

Attracted design-savvy shoppers who previously overlooked mass-market home furnishings.

Perception of Target Quality Elevated

The brand and line elevated shopper perceptions of Target's overall home good's offering.