Joylab
WOMEN’S
WOMEN’S
Joylab
WOMEN’S
WOMEN’S
Joylab

Target needed a name for their new active wear that blended fitness, fashion, and function into a short natural word name. After reviewing over 600 name candidates, ranging from the descriptive (Life in Motion) to the suggestive (Limber) and allusive (Joule), the Target team finally decided on JoyLab. The blending of the emotional and the scientific created an appealing cognitive dissonance, while expressing the brand’s position of fun, happiness, and well-researched and tested materials.

Partner Agency: Collins

Health and wellbeing are important to the team at River + Wolf, so it was immensely satisfying to name Target’s new line of active wear—a very attractive collection that easily transitioned from gym to home and even to nights on the town.

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