Project Information


Target wanted to launch their first electronics and accessories brand. The new line would offer a full range of 150 moderately-priced products to showcase emerging design ideas in consumer tech.

Target’s Creative Team invited COLLINS to develop the brand strategy, identity, and design program. Our goal was to expand Target’s relationship with their guests through new, high-quality products that addressed the need for novelty, simplicity, and joy.

Simple design and packaging framing the product’s vibrant colors, lively form, and inventive details were the answer. We wanted to help Target’s guests find more delight in the everyday products that connect them with friends and family.

To help do that we:

  • Created a playful packaging program that makes it easy for consumers to navigate and select their favorite products and options.

  • Developed a new language of over 100 helpful iconographic symbols and icons to quickly communicate the benefits and features of each product.

  • Brought to life a new signature brand character, Heyday, and his now trademarked smile by anthropomorphizing an otherwise overlooked hang tab, giving the brand a lighthearted wink.

Since its launch, Heyday has continually sold out in stores nationwide, with products being highlighted in Good Housekeeping as the ‘Best Buy’, USA Today, and Forbes, reporting this new line’s launch has successfully led Target into new consumer categories.

We liked the sound of that.


  • Leo Porto
  • Sanuk Kim
  • Kevin Chao
  • Antonia Lazar
  • Mari Juliano
  • Brian Collins
  • Target Creative