The project was to create a new concept to become an exclusive line sold in Target stores with emotional appeal to the Target guest. A unique brand that feels like an extension of the successful Pacifica line, drawing from its core elements and essence. A brand that is also elegant, unique, and clean in feel and tone like Pacifica.
The brand should be rooted in ‘a place‘ as the guest can ‘go there’ in his/her mind and it creates a strong connection.
We set out to develop an extension or bridge brand concept (via the equity of Pacifica) by exploring concepts that were directly related to and emanated from Pacifica and that region.