Room Essentials is Target/u2019s line of Modernist home furnishings. Its many SKUs cross multiple categories. But sales needed to be kicked into higher gear. Target asked us to help build renewed enthusiasm by rethinking the brand.

The/u00a0brand platform, /u201cEasily Modern,/u201d emerged from an insight into Millennials/u2019 decorating journey: They struggle to recreate /u201cthat look./u201d Their journey begins on Pinterest. Upon falling in love with a look, they venture to several stores in an attempt to recreate it. Almost always the attempt in is vain. /u201cDifficult,/u201d /u201ctime consuming,/u201d /u201cexpensive/u201d is they described their shopping experiences. Collins/u00a0knew Room Essentials could make it easier for them. Inspired by California Modernism, the full line of items is easily mixed and matched to attain a clean, modern look /u2013 a look, the studio/u00a0noticed, that also fills Pinterest/u2019s boards.

Leveraging their/u00a0Pinterest insight and the guest/u2019s journey, we approached product photography not only as imagery for packaging but as inspiring content that would feel authentic to, yet eye-catching on, Pinterest as well. That way, Millennials could see something on Pinterest, go to the store /u2013 and see that exact image on the shelf. In short, Collins/u00a0recreated Pinterest in the real world and created a seamless content experience.

A new packaging system - along with refreshed product design done by Target - is helping Room Essentials drive a much-better-than-hoped-for growth in sales.