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Target’s Book Club encourages guests to discover and enjoy books by joining reading clubs. The success of the initial branding efforts (mark, logotype, signage and store displays), that fits within the Target vernacular in a fun and friendly way, encouraged Target to expand beyond books into accessories (book lights and magnifiers). Minneapolis-based Wink Branding created an in-store packaging system to showcase the actual product in context, with straightforward diagrams on the back for instructions and use. The packages create a much more engaging story than the traditional photograph of the product-in-use approach. In the case of the book magnifiers, customers get a literal example of its benefits; the text behind each product is the tale of a reader who with the flick of a switch is miraculously able to see text that was previously too small and dimly lit to be read.
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