The new cookware brand Figmint is adding a bit more class to Target’s home goods section. With a priority on a high-quality, accessible experience, the brand used a smart reduced waste approach to their packaging that keeps the products safe without the need for polystyrene. The move also cuts 95% of the usual plastic from the final product, a huge potential development for cookware packaging.
Figmint is Target’s latest kitchen brand. It launched in fall of 2023 with over 250 pieces of cookware, bakeware, tools, gadgets, linens, cutting boards, storage containers, and more. The development process was a close collaboration with product design, marketing creative, and branding teams. The structural packaging was a particular focus for the brand launch. Target’s internal Packaging Design & Engineering team delivered an elevated brand experience, increased features for accessibility, and major progress on improving sustainability.
Delivering an elevated experience was a primary focus for the team. As a new brand, the team wanted to establish credibility with the Target Guest and ensure the packaging provided space to communicate key information and inspiration for the product. The team developed structures with maximum exposure to key touchpoints for the product, ensuring potential customers could experience the quality of the product in store. This is evident in some of the very minimal structures for tools and gadgets. Additionally, the team developed a consistent form language with soft edges, bilateral symmetry, and a distinctive peg hole to create a distinct brand aesthetic.
To improve accessibility, the team partnered with an occupational therapist to review all current packaging formats in the category. Through this work, the team learned about types of packaging that either enabled or prevented easy use. Then, the team developed a series of features to improve accessibility including easy-to-open finger tabs and perforated tear-strips.
With sustainability at the top of the list of priorities, Target was able to remove over 95% of plastic from the packaging. Target designed out all EPS (Expanded Polystyrene) in retail and transit packaging, leveraging alternative paper-based solutions. Target also worked with external resources to source a natural fiber string for product attachments. This is a wonderful alternative to frustrating plastic zip ties or plastic-coated wire ties.
Innovative packaging solutions allowed for less material needed when packaging multi- piece components. This reduced the amount of board yield needed to package the product and reduced the need for plastic material that would typically be used. This is evident in the cutting board items. By leveraging unique dielines the team was able to contain the product without the need for plastic shrink film, eliminating over 3 million square feet (about the area of over 50 football fields) of film annually.
Overall, the brand has been remarkably successful and is quickly becoming one of the top brands at Target. It continues to grow and establish the sustainable and accessible “benchmark” for all Target brands moving forward.
