Tuft & Needle
Target Partnership
creative direction — retail — environmental — packaging — signage
In 2021 & 2022, I was instrumental in bringing Tuft & Needle products into Target stores across the country. I was part of a small cross-functional team that pitched concepts to Target’s sleep accessories buyer for a Tuft & Needle-branded endcap.
The buyer agreed to test our accessories in 50 stores. The three products Target wanted to feature did not yet have retail packaging, so I had to quickly develop a packaging solution we could deliver on time. Meanwhile, we also got the opportunity to sell an exclusive mattress-in-a-box product in Target stores and that product also did not yet have retail packaging. We successfully launched all products on time and quickly expanded our placements to 600 stores nationwide. This was a key partnership for an online brand struggling with low brand recognition.
3D rendering for Target endcap pitch
3D rendering for Target endcap pitch
3D rendering for Target endcap pitch
3D rendering of final Target endcap
Existing mattress protector packaging that needed new retail packaging
Existing foam pillow packaging that needed new retail packaging
Existing mattress topper packaging that needed new retail packaging
New retail bellyband that slips over existing packaging
New full color corrugated retail packaging
New full color corrugated retail packaging
Planogram for Target's mattress-in-a-box aisle
3D retail displays showing the construction of each mattress
Reviewing giant packaging proofs in my small living room
The execution in stores was difficult to manage. We partnered with a 3rd party to control quality.