Are you looking to break away from the clutter? Consider challenging conventional wisdom and surprise consumers of your product. So says Minda Gralnek. As Vice President and Creative Director for Target Stores, she leads a design team that challenges the conventional image of discount retailing.

“ We are curators of good design at Target, ” Gralnek explains on a recent segment of “ Design Matters, ” an Internet radio show. “ Design is making something with intent and creating something for a reason for other people, to help them with their problems. ” Gralnek is a graphic designer by training and a graduate of the Minneapolis College of Art & Design.

Great design, she explains, gives consumers want they want before they know they want it. Target and SuperTarget stores reflect this philosophy in the design of store brands. For instance, consumers often don ’ t drink an entire standard bottle of wine in one sitting. They express frustration over reduced taste quality on the leftover portion.

Target addresses this issue with Wine Cube, a four-pack of single-serve 250-mL cartons inside a master carton, retailing for $7.99. The interior cartons are made from renewable- resource materials. Wine Cube creates a sense of style while solving two functional problems. First, the smaller cartons eliminate the issue of leftover wine. Second, the cartons extend product usage occasions to places where traditional glass wine bottles are unsuitable.

This package reflects what Gralnek describes as the “ right-brain, left-brain thinking of many people working together. ”