Overview
Daily Co. is a personal care brand designed for conscious shoppers at Target, offering modern and inclusive essentials that elevate everyday routines. Positioned to stand apart from functional staples of up&up and the eco-driven tone of Everspring, the brand brings thoughtful design to everyday life without premium pretension.
Strategy & Idea
Daily Co. embodies Conscious Elegance — products that are simple, responsible, and aesthetically uplifting. The brand encourages well-being through design, making sustainability feel welcoming rather than niche, and beauty feel effortless rather than indulgent.
Identity & Design
The looping wordmark, structured grid, and playful color blocking echo the rhythm of daily rituals — consistent yet expressive. A minimal, modern palette pairs with bold accents for category clarity and shelf standout, while clean typography reinforces transparency and trust. Across packaging and communication, Daily Co. balances function with vibrancy, creating products that feel reliable in use and joyful in everyday presence.
