Many of today’s successful new brands are created by upstart innovators and built on engagement with millions online. They catch the eye of big-box retailers looking to translate the online following into in-store traffic and sales.
Tone it Up (TIU) is one of those brands. Co-founders Karena and Katrina, dubbed the “new faces of fitness” engage their followers across all their online platforms daily. Now, they are bringing this online phenomenon to partnerships with retailers and launching a range of TIU-branded products in-store. So, how do you create packaging that harnesses the power of a multi-dimensional, personal, online brand that can translate digital success to shelf? Kick branding and design partnered with TIU to bring this new line of fitness products to Target stores nationwide. Here are a few takeaways from the process: