As if you need another reason to got to Target

More great packaging from Target (as usual), this time updating their 'Archer Farms' brand and steering away from the country-kitsch look towards a fresher*, sharper and more graphic look.

This description from the studio that created it, sums it up better:

Target Corporation needed an upscale look for its premium food label—one that would go against the grain, standing out among the clutter, din and hue of typical supermarket shelves. Our solution centers around a fresh "sprout" logo that steers away from a barnyard look that might be expected of a brand called Archer Farms. The system is clean and simple featuring sans-serif fonts, a vivid palette and a decidedly European use of white space.

*Okay, here's where I blow the whistle on them...I've seen this shape and design done before - and it was very similar to what Target has done. I've been trying to remember where I've seen it but can't put my finger on it. Now this is going to bug me all day.