Día De Muertos Branding

I’ve been really excited to share this one! Earlier this year, I was assigned the task of designing a separate packaging system for Target's seasonal Día de Muertos assortment, which lives alongside Target’s Halloween collection.

Día de Muertos is very, very different from Halloween, so I was excited we were developing this collection the RIGHT way. I worked hand-in-hand with our multicultural team at Target to ensure we were using the right imagery, colors, and we even moved to a more “Spanglish” based system for naming our products - using proper words for the holiday like calavera instead of skull or more Halloween-based language. The logo is supposed to feel reminiscent of papel picado (cut paper art).

Credits:
SCD - David Hartman
ACD - Missy Wilson
Designer/Art Director - Ashley Hohnstein
Production - Helena Schraff
Photographer - Jeff Johnson
Stylist - Tony Vu