Report: Target revamping its brand as 'up and up'

New York City Target Corp. is giving its namesake store brand a new name and getting rid of the familiar bull's-eye on the package, Reuters reported. The new packaging will be marked with a big, colorful arrow on a white background that features the brand’s new name: "up & up."

Target said the move is designed to make the popular brand line, which includes some 730 items, be more easily recognized across store aisles.

“We believe that it will stand out on the shelf, and it is so distinctive that we'll get new guests that will want to try it that maybe didn't even notice the Target brand before," said Kathee Tesija, executive VP merchandising for Target, in an interview with Reuters.