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The Challenge
Target needed more from its grocery aisle. While food and beverage don’t carry the same margins as other categories, they’re essential for driving store traffic and online engagement. To unlock real ROI, Target needed packaging that transformed everyday treats into irresistible must-grabs. The goal: make snacks that sell themselves from the shelf.
The Hammont Approach
We developed the full visual identity for Favorite Day, Target’s indulgent food line. Inspired by nostalgic candy shop charm, we blended cozy, vintage silhouettes with bold, cheerful colors. Every detail was designed to trigger a sense of joy and indulgence—right in the aisle. We didn’t just dress up classics like jellybeans and chocolate bon bons—we reintroduced them for the modern shopper.
The Outcome
Favorite Day became an instant bestseller. Social media buzzed with praise like “it feels like a little reward, a little indulgence, a little bit of joy.” The success led to expanded seasonal runs—every one sold out.
The packaging didn’t just look good—it worked.
It made the product fly off the shelves.
