Sun Squad
Darden Studio’s Omnes is used for designing the packaging of Sun Squad.
Sun Squad is Target’s private label brand for all things summer. First launched in 2019, the seasonal collection of outdoor products ranges from inflatable mats and pool toys to beach umbrellas and towels, to bubble blowers and sidewalk chalk.
The wordmark with the wide U doing double duty as sunny smile is custom drawn. Product names are in Cooper Black. All other copy is set in the equally rounded Omnes. It serves for product descriptions including information about size or volume, age range, and price.
The packaging designs were developed by Target’s in-house creative team, Brand Design Lab. Ashley Hohnstein was the Lead Designer and Art Director for the project, working alongside David Hartman (Senior Creative Director) and Steven Jockisch (Assistant Creative Director).
Thanks to their shared roundedness and vertically compact proportions as well as details such as the double-story g, Omnes and Cooper Black go along together quite nicely.
Omnes is also used for the rhymes that are printed on the yellow bottom side of each packaging design:
Long summer days, time to hang out.
Together outside is what it’s about.
Colorful umbrellas shade from the sun.
Sun Squad is here, ready for fun.
