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Redesign Plan

Product: Extra Chewing Gum

Target: Women ages 18-34

We will be redesigning the packaging for Extra Chewing Gum. The current package lacks individuality and does not compete well with the other brands like Stride and 5 Chewing Gums. With this new design, customers will be more will- ing to buy Extra instead of other brands.

Our target group is women 18-34 years old. We want to keep costs the same and simply upgrade the packaging. Extra has a history of being a flavorful and well- known brand but with all the new brands popping up, it has lost its edge. We are going to restore that.

We are going to make the package design look simple, yet recognizable. Soft colors mixed with bright colors will achieve the look that we want. This will make Extra gum stick out when placed next to other gums at stores and it will persuade customers to buy Extra gum instead of the other leading brands.

We are also going to focus no the good things about Extra. It is a long-lasting gum that has great flavor. It is even better than other gums in this area but most customers don’t realize that because it is not touched on in advertising. The new packaging will increase brand loyalty, making it easier to gain and keep custom- ers.

With this new packaging, Extra Gum will see an increase in sales and a steady climb upwards in brand loyalty. This is our goal with the redesign.

Style Guide

CMYK: 11 5 7 0 RGB: 223 229 230 Pantone: 7541 C Hex: #dfe5e6CMYK: 0 19 100 0 RGB: 255 203 0 Pantone: 116 C Hex: #ffcb00

CMYK: 0 19 100 0 RGB: 255 203 0 Pantone: 116 C Hex: #ffcb00CMYK: 11 5 7 0 RGB: 223 229 230 Pantone: 7541 C Hex: #dfe5e6

CMYK: 50 42 42 6 RGB: 133 133 132 Pantone: 877 C Hex: #858584CMYK: 43 0 72 0 RGB: 150 223 115 Pantone: 7487 C Hex: #96df73

CMYK: 43 0 72 0 RGB: 150 223 115 Pantone: 7487 C Hex: #96df73CMYK: 50 42 42 6 RGB: 133 133 132 Pantone: 877 C Hex: #858584

CMYK: 0 76 54 0 RGB: 254 100 100 Pantone: 178 C Hex: #fe6464CMYK: 56 21 0 0 RGB: 104 172 229 Pantone: 284 C Hex: #68ace5

CMYK: 56 21 0 0 RGB: 104 172 229 Pantone: 284 C Hex: #68ace5CMYK: 0 76 54 0 RGB: 254 100 100 Pantone: 178 C Hex: #fe6464

Copy Font

Packaging font

BlairMdITC TT

BlairMdITC TT

Minion Pro Regular

Corbel

Minion Pro Bold

Corbel Bold

All font used for marketing purposes should be a form of BlairMdITC TT, Minion Pro Regular, or Minion Pro Medium. Regular should be used for body copy, while medium can be used to emphasize. BlairMdITC TT can be used for headings and titles. All font should be between 8 and 12 points.

The titles on the actual packaging should be BlairMdITC TT. All other body copy should be Corbel, with Corbel Bold being used for emphasis. These fonts do not include the stylized logo. The fonts on the packaging should be sized according to the package size.

Style Guide

EXTRA

TM

Long

Lasting

Logo

This logo should be used on all print. The color should never change and should never be printed on a package that is the same color. If needed, the logo’s opacity can be lowered to no less than 30 percent. The logo should be placed on the center flap of all gum packaging, as well as in the top left hand corner of any marketing print. It should always be at least 1/4” away from sides. The logo should be sized according to its surroundings. It should never be too small to read.