Let's Eat Brand

A second packaging concept direction, name generation and brand development for a private label, Target kids food brand, Let's Eat. The goal was to create a packaging system that was fun for kids and communicated the nutritional attributes of the product for parents. The system needed to work across a broad range of kid's foods from cereal to frozen chicken nuggets. In the end Target decided that if they couldn't make the food better nutritionally than the other brands they wouldn't proceed with a private brand.

Client: Target Corporation