arm & hammer baking soda redesign

Baking Soda RedesignBy: Liesl Harr

Arm & Hammer Baking Soda | 1

Overview .............................2

Style Guide .........................4

Packaging ............................6

Photo Comparison .........8

Advertisement ..............10

Conclusion ......................12

Table of Contents


HistoryThe main brand of Baking Soda, Arm & Hammer, has been around since at least the 1860’s and was partnered with Church & Co who came up with the product in 1846. It has been in orange boxes ever since. Over the years, Arm & Hammer has come out with numerous uses for the Baking Soda varying from laundry detergent, toothpaste, cleaning supplies, baking,

deodorizing, and more..

The Current DesignCurrently, Baking Soda is sold in a very well branded orange box. The bright color makes it easy to find on a self full of supplies, and the recyclable box has been environmentally friendly since before that was popular. However, for those who use Baking Soda for cooking, this package can be a pain. Trying to get exact measurements, and not opening the box all the way

doesn’t work very well. I set out to design a better way.

Overview


Target AudienceThe target audience for this product are those who like to bake. They use this product mostly in cookies and other sweets, and need exact measurements to do so. They may also want to use the product for cleaning and other uses, but they really want to be able to get the Baking Soda out of the container, without frustration, or having to leave the

box open, making a mess everywhere.

The Big IdeaThe big idea in this redesign will be to make the Baking Soda more accessible, especially for those who bake. Although the box has been in place for a while, it isn’t user friendly. To accomplish this, the packaging will incorporate multiple lid options, based on your use – similar to spice containers where half the lid opens for measurements, and the other half enables the spice to be sprinkled. This will allow the user to accomplish their tasks without having to struggle with the packaging.


The Logo Color & Type

The LogoThe Arm & Hammer logo will keep the familiar branding by staying the same, but the rest of the packaging will be cleaned up and modernized. When you extract the logo from the gradients and star-bursts, the logo itself is very clean and simple. Keeping the logo the same will fulfill the purpose of the redesign by updating the packaging, while keeping the familiar brand of Arm & Hammer.


Color & Type

HEX: #F89D1FPANTONE: 1375 C

R: 249 G: 157 B: 32C: 0 M: 45 Y: 98 K: 0

HEX: #D01F43PANTONE: 7687 CR: 209 G: 31 B: 67

C: 12 M: 100 Y: 73 K: 2

HEX: #vPANTONE: 7636 CR: 47 G: 57 B: 137

C: 98 M: 94 Y: 10 K: 2

Color and TypeThe Colors will stay the same as the current Arm & Hammer brand, to keep these familiar elements around. The colors, especially the bright orange, stand out, and remains easily recognizable when put next to other products on the shelf.

The Typography for this brand uses the Ligurino font. This is a simple Sans-Serif font that is easy to read both in print and on screen with just enough personality to make it interesting.

HeadingsLigurino Bold 24 pt

Body copy (see example below.)

Ligurino Regular 9 pt


DRUG FACTSActive Ingredient PurposeSodium Bicarbonate 100% Antiacid

WarningsAsk a doctor before use if you have asodium restricted diet.

Ask a doctor or pharmacist before use if you are taking a perscription drug. Antiacids may interact with certain perscription drugs.

Do not administer to children under age 5

STOMACH WARNING: TO AVOID SERIOUS INJURY, DO NOT TAKEUNTIL POWDER IS COMPLETELY DISSOLVED. IT IS VERYIMPORTANT NOT TO TAKE THIS PRODUCT WHEN OVERLY FULL FROM FOOD OR DRINK. Consult a doctor if severe stomach pain occurs after taking this product.

Stop use and ask a doctor ifsymptoms last more than 2 weeks.

Other Informationeach 1/2 teaspoon contains 616mg sodium.

NUTRITION FACTS Serv. Size 1/8 tsp. (600 mg) Servings Per Container 806 Calories 0, fat cal. 0, Total Fat 0g ( 0% DV), Sodium 150mg (6% DV),Total Carb. 0g (0% DV) , Sugars 0g, Protein 0g, Vitamin A (0% DV),Vitamin C (0% DV), Calcium (0% DV), Iron (0% DV), *Percent Daily Values are based on a 2,000 calorie diet.

ONE bottle, COUNTLESS uses:

NET WT. 1 LB (454g)

BakingCleaningDeodorizerLaundry Detergent

Unclog DrainsAnti-Itch CreamToothpasteShampoo Church & Dwight Co., Inc.

500 Charles Ewing Blvd.Ewing, NJ 08628

Pure

BakingSoda

33200 01110

Packaging


Flat LabelsThe goal of the new packaging is to give Arm & Hammer Baking Soda a modern design, With the change of the main package, the flat package is a simple set of labels that go on the front and back of the bottle.

The new bottle is great for those who both bake and clean, along with the hundreds of other uses of Baking Soda. The sprinkle top allows the product to be sprinkled precisely where needed, and the open part of the lid is great for measurements. The nature of a bottle with a lid instead of a box insures a spill-free experience, and will allow the Baking Soda to stay fresh longer.

Packaging


Before

The Old PackageBaking Soda has been around for a long time, and is used in many different ways. The purpose of this project was to provide a better package for those who use it to bake specifically, but is also works well with the many different ways Baking Soda can be used. This box has been around for many years, and although it has served the public well for over a hundred years, it is time for a update.


After

The New PackageWith a updated package design and shape of the bottle, this new package can be used in many ways. With the option of sealing after opening, the Baking Soda will stay fresh longer, and can be scooped or sprinkled where needed. The Modernized design keeps the same bold colors and logo of before, but also removes the gradients, making the product the main focus.


Advertising

Find yours at a store near you

Sprinkle Cap for Cleaning

Open Cap Great For Baking

Plastic Bottle to Stay Fresh Longer

Hundreds of Uses


Magazine AdVery clean and modern, this ad contributes to the updated feel of Arm & Hammer. Although Baking Soda isn’t a product advertised a lot, they are currently paired with a few magazines such as Martha Stewart Living, and Better Homes and Gardens.

This full page ad in particular is designed to show some of the main features of the new packaging, and can be displayed in some of the magazines mentioned above. The background texture mimics the Baking Soda itself, and gives just enough detail to add interest without distracting from the overall design.


Conclusion

Wrapping It UpThis new brand and packaging for Baking Soda will appeal to a wide audience , in many different categories. Although the target audience is those who bake, the new package will also ease Baking Soda’s assistance with household chores, refreshing, and more. The easy to use pop lid can be left open or closed, allowing the user to be in control, using it the way they prefer.

Because the new package appeals to this wide audience, it will help increase sales and continue the tradition of long term customer satisfaction.

Liesl Harr

arm & hammer baking soda redesign

Documents

overviewarm hammer baking

baking soda redesignby

familiar brand of arm

current arm hammer brand

bright color

recyclable box

box open

branded orange box