Creating a visual identity based on the packaging for Always Discreet Postpartum, a Target exclusive product. Working within both the design rules for Target and Always Discreet to create an identity that prioritizes the mother and brings comfort to her and her baby.
The brief was to reinterpret the Always Discreet center gradient to match with the current Always Discreet Postpartum packaging.
A white, mint green, and navy blue color palette, with an overlapping wave pattern became the main elements for this identity.
Reinterpreting the Always Discreet center gradient using waves of varying opacity, and purple for the brand logo. Creating brand recognition while following Target’s requirements for on-shelf design.
Once the visual identity was established, I applied it to digital sale needs. Released through Target in Spring 2024.
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