Bookmarked is Target’s book club. It encourages guests to discover and enjoy great books through forming their own book clubs with friends and family. The brand’s identity needed to fit within the Target vernacular in a fun, educational and friendly way.
Upon the success of the initial branding efforts (the mark, logotype, signage and store displays), Target wanted to expand beyond the books into accessories, such as book lights and magnifiers. The packaging system was developed to showcase the actual product in context, with straightforward diagrams on the back for instructions and use. The packages create a more compelling and engaging story than the traditional “photograph of the product in use” approach. And in the case of the book magnifiers, gives the consumer a “literal” example of its benefits. Pun intended.
The text behind each product are tales of a reader who “with the flick of a switch” are suddenly and miraculously able to see “the text, previously too small and dimly lit to be read.”