Mondo Llama Brand Positioning

Target’s Stationary portfolio needed to create a craft store brand to convert ~$60M of existing Hand Made Modern/Kid Made Modern business and drive growth via innovation & trial.

I identified the brand concept that addressed the emotional barriers to creativity and offer the biggest growth potential using quantitative research. This work was influential in building the foundational brand strategy, vision, and guidelines of Mono Llama which launched in 2021.

Shoppers now have an affordable and novel craft brand that is suitable for adults and children as well as friends and family.