Since 1830, Woolrich has been a wardrobe staple for people all over the world. In 2025, they collaborated with Target to reintroduce the iconic heritage brand to the American market.
COPYWRITING · BRANDING · PACKAGING
I wrote the brand story and packaging copy for the limited-edition collection.
Woolrich x Target Logo
Woolrich x Target Brand Story
From partnership bios and collaboration stories to shipping tape, zippers and pillow trims, my team handcrafted every element of the Woolrich x Target brand.
Despite its almost 200-year legacy, Woolrich was flexible to work with, giving us room to be creative and dip into the brand’s vast archive of logos, ads and imagery.
Fun fact: Woolrich’s red and Target’s red are exactly the same.
We also collaborated with Peet’s Coffee, Kodiak, and Welly to thoughtfully brand versions of their products, combining sentiments from three distinct brands—Woolrich, Target and the respective national brands—in a clever, cohesive and captivating way.
The team at Woolrich loved our work, letting us know that the collaboration story was “spot on” and “checks all the boxes,” while the full brand collaboration “feels like Woolrich is coming home.”
Launch weekend earned $6M and 95 placements across digital, print, broadcast, Substacks, social and newsletters.
