Amandas

Package Redesign Workbook

Table of Contents
2 Redesign Plan 3 Style Guide - Colors 4 Style Guide - Type 5 Style Guide - Logo 6 Package Design 7 Product Photos 8 Magazine Ad

Redesign Plan
Product Name: Wrigleys Big Red Gum Target Group: Men, Women, People who like fresh breath Brief History of Big Red: 1976 Big Red was introduced in the U.S. and Canada as cinnamon gum gained favor in the U.S. After modest success, the gum was repositioned as a breath freshening gum with long lasting flavor instead of just a cinnamon flavored gum. Packaging reflected this positioning, instead of a cluster of pale green leaves to indicate the natural freshness of cinnamon, a yellow ame dotted the letter i in Big Red to indicate to consumers that the gum was spicy and hot. 1979 The famous Kiss a Little Longer campaign was introduced. 2006 Wrigley announced a partnership with Chip Ganassi Racing with Felix Sabaates. NASCAR driver Juan Pablo Montoya currently drives the No. 42 Wrigleys Big Red Dodge. 2008 Launch of Slim Pack. 2009 Launch of Slim Pack 3 Pack. The Plan: The plan for sales increase for Big Red is to create a new package design to make the gum more accessible and convenient for gum lovers. Red is already a big and bold color, so part of the product promotion for Big Red will be to take advantage of its already eye catching colors in the new design. The typography and icon/logo design will be changed to give the new design a more modern feel. The typography will be more of a sans serif font and the flame icon/logo design will be a less detailed and simpler version of a flame. This product will be bright, bold, and capture the attention of people who like that Big Red cinnamon spice in their day.

Style Guide - Colors

Name CMYK: 63, 73, 66, 82 RGB: 30, 10, 12 Pantone: Process Black C Hex: 1E0A0C Name CMYK: 18, 99, 99, 8 RGB: 190, 32, 38 Pantone: 1797 C Hex: BE2026 Name CMYK: 6, 0, 95, 0 RGB: 249, 238, 19 Pantone: 3945 C Hex: F9EE13

Style Guide - Type

Edmonsans Regular Edmonsans Medium Edmonsans Bold The body copy in the Big Red gum packaging should be between 10 and 12 pts. Regular font should be used unless it is a header or title of something on the package. Americorps Regular The logo design will most likely be somewhere between 30-35 pts. Headers and titles might also be used with this font.

Style Guide - Logo

The color logo will be seen on the box and in almost all advertising. The grayscale logo will only be used when necessary. The gum package will have the original logo, while some advertising might have variations. The padding around the logo should be at least as big as the flame logo on all sides.

Color

Grayscale

Package Design
BEST BY 11OCT14 867 5309

BIG RED
Wrigleys
Wrigleys

BIG RED

BIG RED

CINNAMON Naturally and Artificially Flavored

15 STICKS GUM

MADE OF: SUGAR, GUM BASE, CORN SYRUP, NATURAL AND ARTIFICIAL FLAVORS; LESS THAN 2% OF: GLYCEROL, SOY LECITHIN, ASPARTAME-ACESULFAME, HYDROXYLATED SOY LECITHIN, COLOR (RED 40 LAKE, BLUE 1 LAKE), BHT (TO MAINTAIN FRESSHNESS). PHENYLKETONURICS: CONTAINS PHENYLALANINE.

MADE BY THE WM. WRIGLEY JR. COMPANY, CHICAGO, IL 60611 2010 WM. WRIGLEY JR. COMPANY. QUESTIONS? COMMENTS? CALL 1-800-WRIGLEY (1-800-974-4539)

Product Photos

Magazine Ad

DESIGN

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