BARK x Target
Creative Direction Packaging Retail Experiential Design Collateral
When they set their sights on brick-and-mortar retail, BARK landed the perfect partnership with Target. A presence in 1,800 stores nationwide brought the BARK brand to the masses.
When taking a digital, NYC-based brand nationwide, the first challenge was to stay true to the weird, wacky and sometimes boundary-pushing BARK brand, while also appealing to dog parents from all regions and walks of life.
The second challenge was adapting the packaging for a crowded, competitive in-store experience. Unlike a subscription box in which you have a customer’s undivided attention, the retail packaging needed to capture attention, communicate key product information, and sell a customer with an average attention span of 3 seconds.
To celebrate the BARK x Target launch, we thew a star-studded party in our NYC headquarters hosted by Rachel Lindsay of The Bachelorette (who famously included her pup on the show) and attended by tastemakers including Tuna (of the Instagram account Tuna Melts My Heart). Interactive displays showcased BARK x Target products as well as highlights from the company history.
