Visual identity for Target's Room Essentials.

Collins was tasked with creating a new visual language for Room Essentials—Target's in-house furniture brand.

Room Essentials is characterized by a modern design aesthetic which is highly functional and affordable.

The visual language drew from early motifs in modernism; very honest and simple color, shapes and typography.

The visual system was kept simple so that the product photography would sing—an important feature when stacked on shelving amongst an array of products.