Good & Gather

While gaining traction with guests, Target brands Archer Farms, Simply Balanced, and Market Pantry needed a brand overhaul. It was becoming difficult to distinguish between the produce and packaged food brands. To simplify the shopping experience and elevate the message of better ingredients, Target consolidated the brands into one, Good & Gather. I partnered with Target Creative to art direct food photography for a variety of food categories and packaging. I also designed omni-channel promotions to help educate shoppers and launch the brand, including digital ads and social media promotions.


Good & Gather is Target's largest owned food and beverage brand. Due to the thousands of products affected by the rebrand, photography was done in waves. Each wave was a separate category, i.e., nut butters, dried fruit, deli salad, frozen vegetables, etc. 

The strategy for Good & Gather packaging was focusing on the product, the flavors and the ingredients. To pull off the herculean task of shooting so many products, in addition to recipe shots and flavor cues, the team at Blue Ox Studio pulled together a team of producers, photographers, retouchers, food stylists and assistants. 

Location: Blue Ox Studio
Lead Art Director: Karen Norberg
Art Director: Rich Higgins
Photographers: Danielle Gerness Jimmy Eagle | E. Katie Holm | Dave Schmit | Rod Komis | Dennis Becker
Stylists: Lisa Golden-Schroeder | Rolf Ritcher | Lara Miklasevics | Amy Peterson | Abby Wycoff | Robin Krause | Kari Setterholm
Pre- and post-launch, I worked with the promotional marketing team to design campaign materials that changed weekly, featuring new products as they hit stores. Guests had multiple touch points in store, via weekly ads, social media and digital banners. Intentional and repeated contact helped increase brand recognition and awareness resulting in brand preference when shopping.

Selected Works

BLVD AutoworksNaming + Branding

HealthPartnersDesign + Art Direction

MOBCONEvent Design


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