# Simplistic Recession Labels The Relaunch of the Target Private Label Brand 'Up & Up' By Marissa Liu | Published 2009-10-14 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/target-up-up References: [thedieline](http://www.thedieline.com/blog/2009/10/targets-up-up.html) & [pressroom.target](http://pressroom.target.com/pr/news/brands/up/) The new [private label line](https://www.trendhunter.com/trends/kroger-3) from [Target](https://www.trendhunter.com/trends/nofrills-brand), Up & Up is here. Like most private label brands, Target hopes that Up & Up will help rejuvenate the brand and address consumer’s price-conscious needs. The design firm that created the new identity and packaging for Up & Up signed a non-disclosure agreement, which means they can’t be named, but the design is simplistic and colorful. The Target Up & Up brand will offer a wide assortment of everyday basics including baby food, first aid needs, medicine, cleaners, [beauty products and laundry supplies](https://www.trendhunter.com/trends/the-laundress-relaunch). ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 47% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Private Label Brands:** Explore innovative strategies for revamping private label brands to meet consumer price-conscious needs. - **Simplistic Packaging Design:** Discover opportunities to create simplistic and colorful packaging designs that appeal to consumers. - **Wide Assortment of Everyday Basics:** Identify potential market gaps for offering a diverse range of everyday essentials under one private label brand. ### Sectors Adopting This - **Retail:** Leverage private label brands to drive sales and customer loyalty in the retail industry. - **Design:** Partner with design firms to create appealing and minimalist packaging designs for various consumer goods. - **Consumer Goods:** Exploit the potential for private label brands to dominate the market for everyday basics, such as baby food, medicine, and cleaning supplies. ## Related on Trend Hunter - [Minimal Affordable Sub-Labels](https://www.trendhunter.com/trends/nofrills-brand.md) - [Refreshed Private Label Products](https://www.trendhunter.com/trends/cvs-brand-products.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Affordable Pet Products](https://www.trendhunter.com/trends/national-pet-month.md) - [Expansive Child Product Ranges](https://www.trendhunter.com/trends/target-baby-products.md) - [Private Label Wellness Products](https://www.trendhunter.com/trends/unfi-private-label-products.md) - [Value-Minded Private Label Products](https://www.trendhunter.com/trends/target-dealworthy.md) - [Eye-Catching Acne Solutions Packaging](https://www.trendhunter.com/trends/zitsticka-target.md) - [Affordable Off-Brand Products](https://www.trendhunter.com/trends/unitas.md)