Double Double

Luck Luck

The Corn Book

by Victoria Coniglio

Double Double
Luck Luck
Table of Contents
Redesign Plan 4

Fonts & Colors

8

Logo 12

Flat Package Design 18

Advertisement 20
3
 Redesign
Plan

4
Audience History
Canned vegetables are bought by families. Double Luck brand is a subsidiary of Del Monte
According to the website, the Double Luck Foods. This was a way to sell the pieces of
brand was marketed to poor people in the vegetables that looked less appetizing and not
South. It was supposed to sell to people used in the larger brand. The pieces were still
who were familiar with other “Luck” brands, good and could be sold at a cheaper price.
including cleaners and soaps. Today, the
potential market is larger and design trends
have changed. The cleaner and soap brand
is almost unheard of, and the audience does
not want to think of soap when eating their
vegetables. By recreating the design for
Double Luck, it can be more current and the
audience more wide-spread.

5
Focus
The reasoning for this redesign is the colors are harsh and they make the food look
dingy. The current design is also difficult to understand visually. There is a lot of
focus on the logo rather than the product.
We need to refocus on the vegetables. Don’t let the audience look at the
can and the colors and the logo. Make them look at the food. That is what they are
looking for and that is what we are selling. By changing the color scheme, logo, and
layout, we can make a simple and appetizing product. The audience will see what
they want, bringing more attention to Double Luck cans and increasing sales.

6
7
 Fonts &
Colors

8
Title Font Rules Body Copy
Black Chancery
Label and description centered below Rockwell
the logo 2.25 inches from the right edge.
1/16 inch above green band edge at 1 7/8 Style: Regular
Style: Regular
inches from the top. Fit in 2.25 inches, 1 Size:
Size: 8.93pt (in Logo), 11pt Leading
1/8 inches from center on each side. 22pt (label), 23pt Leading,
10pt Tracking
Ingredients should be left aligned 1/16
inch to the right of the nutrition facts. Fit in 12pt (label description,
1 ¼ inch, aligned with the bar code. ingredients), 14.4pt Leading

Align the Net weight with the right of the 14pt (net weight), 16.8pt
centered label 1/8 inch above the bottom Leading
edge. Fit in ¾ inch.

9
 Colors

Green Yellow

CMYK: 80% 26% CMYK: 0% 22%

100% 11% 100% 0%

RGB: 56 132 48 RGB: 255 199 0

Pantone: 2424C Pantone: 116C

Hex: #388430 Hex: #ffc700

10
The corn does not look Red and yellow make Using a photo of the Using white for the
appetizing in the original people think of fast food, vegetables changes the text and logo provides
packaging. The bright ketchup and mustard, or color scheme slightly, contrast and makes it
colors and logo around peppers. These are not but the green can still be legible for the audience
the picture distract the flavors the audience wants used. It will look more as they are scanning the
audience. Since they to associate with corn, monochromatic with shelves. Between this and
do not know where to green beans, or peas. green beans or peas, but placing the label near the
look, they do not see the Green sounds more fresh. the textured look of the center, the customer’s eye
picture and therefore will Green is associated with photo will still make it will go there after seeing
skip to another brand that growth and plants. Green stand out against the other the vegetable, and the
is better to understand can also be associated green elements. As you product and label are the
visually. with luck, four-leaf can see, the yellow of the two things you want them
clovers, or leprechauns corn will contrast with the to see.
much like the brand name green but this particular
“Double Luck”. shade of green will
pull out the brightness
and make it look more
appetizing. 11
 Logo

12
13
14
The logo takes up most
of the can and makes it
more difficult for people
to look for what they want.
Scanning the different
cans at the store you are
more likely to look at
pictures or a label, not the
logo.
Other brands put different Double Luck placed from There is also a lot going
elements center aligned, top to bottom the picture, on in the original logo. We
and the logo, label, and logo, and label. The logo have shadows and lines
picture from the top to takes up most of the separating information,
bottom. The label or can and the label wraps and a lot of small details
picture tend to be the around so you can’t easily that are easily overlooked
biggest part of the can. read it. This is difficult or draw too much
See the Del Monte can. to understand visually attention. The logo should
because your eye is be simple and not distract
drawn to the logo and you from what the customer is
don’t know where to look. looking for, the vegetable.
In the other designs, it’s
easier to look at from top
to bottom and understand
what is in the can.
15
 Double
Luck

Here is the new logo design. The word luck can be associated
with four-leaf clovers or pots of gold, the luck of the Irish.
Simplifying the logo to a clover with an Irish-looking font makes
something more memorable and helps the audience focus on
the rest of the can.

16
 3/4 inch

Place the logo at

the top of the can
and have the label

3/4 inch
underneath. Keep the
logo about ¾ inch
in diameter with 1/8
inch spacing around
the edges.

17
1/8 inch
 Flat
Package
Design

18
19
 Magazine Page
Advertisement

20
 Lasts
longer,
This ad can
be used in
magazines
tastes
with similar
audiences as
Double Luck, better
focused on
Pick up
family, health,
Double Luck
and easy meals. corn, green
beans, or
peas at your
local retailer

21
Before

22
After

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