Target's first ever cross-category own-brand aimed at eight to twelve year-olds girls, and featuring over 500 products from apparel, beauty, tech, and stationary.
An inclusive, imaginative brand that embraces girls’ uniqueness and self-expression.
We wanted to speak to this–creating a dreamlike, whimsical world that didn’t advocate perfection or some unrealistic ideal, but rather, magic and the surreal.
‘You don’t have to be perfect to be amazing’–More Than Magic champions girls as they imagine who they are and who they could be. The playful brand illustration style brings more joy across every touchpoint with twinkling, magical creatures and skateboards sparkling off into the distance. Every element in our system is supported by an expansive color strategy that welcomes girls as they experiment with their own personal style and identity.
Sanuk KimTomas Markevicius (animation)
Done while at COLLINS.