Merona is Target's main in-house clothing brand that covers various product categories from clothing to hosiery, swimwear, and accessories for both men and women.
Initial Market Assessment
Brand Memorandum
Product Assortment
Branding and Visual Identity
The RBA team developed and produced an extensive market research report focusing on rebranding opportunities for the Merona brand including visual identity, in-store environment, and product assortment.
The RBA team worked in conjunction with Target executives to refocus the brand under the Target umbrella, looking specifically at brand DNA, competitive set, brand mission, brand essence and product DNA.
The RBA team developed lifestyle walls to provide the Target team a snapshot of how the Merona product line could be designed.
RBA sourced a creative agency to work on the Merona rebranding project. The three teams, Target, RBA and the branding agency, worked closely to develop a new logo as well as the roll out.