Michael Graves Design at Target

Patio & Garden

Results

Human Focus

The garden tools were designed with Graves’ signature egg-shaped handle covered in soft touch, thermoplastic elastomer for its extreme comfort and grip-ability. The handles were excellent for those with minimal hand and wrist strength.

Transformation

The Michael Graves Design Collection at Target transformed the retailer from a discount store to a design destination. Its success moved Target from an also-ran third place position in the market behind Walmart and Kmart, to a solid second place position as American’s favorite discount department store – finally delivering on the “expect more” part of its “expect more, pay less” branding equation.