Nutrition in the Retail Space
Suzanne Champion
This fictional project investigates how retail stores such as Target can play a role in helping their customers make
healthier choices. Informed by the front of packaging “Warning label system” in Chile, the front-of-pack label system
would aim to inform customers that a product is not healthy and then through scanning the QR code, help them replace or
offset the product they want to purchase. The ultimate goal of this system would be to lead to brands re-thinking how
they make their products to avoid being labelled.
This project could not have been successful without the professional input of Dr. Taillie Lindsey Smith, Dan Gladden,
Deanna Lu and my mentor Caroline Matthews.
The front-of-pack labels have a pill shape, an extension of the circular Target logo.
The campaign plays on the placement of the label to show that Target wants the best for its customers.
Other in-store activation with the campaign.
By scanning the label, Target informs you why the product could be unhealthy for you.