Case study: brand building Favorite Day

I created a tone-of-voice guide for Target’s new delectable grocery brand, Favorite Day. Using existing brand pillars, I created a bite-sized description of how to write for the brand for our internal creative team, brand “is” and “is nots”, tagline ideas, and packaging copy callouts.

Brand Tagline

A little bliss in every bite.

Tone-of-voice

Favorite Day feels like that scoop of ice cream after the kids are in bed. It’s not just permission to indulge, but the encouragement to enjoy every moment.

Favorite day is…

Delectable

Our products are simply a treat.

Positive

From salty snacks to desserts, there are hundreds of items to help guests celebrate the every day.

Accessible

Favorite Day may be indulgent, but that doesn’t mean the prices are.

Favorite Day is not…

Guilt-inducing

Indulging doesn’t have to come with strings attached.

Highbrow

Everyone deserves great taste!

Copy lines you might see on packaging:

Enjoy every bite.

Shareable or not.

You've got good taste.

Treat yourself.

Happiness is delicious.

Sharing is caring.