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Amandas

Package Redesign Workbook

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Table of Contents

2 Redesign Plan3 Style Guide - Colors4 Style Guide - Type5 Style Guide - Logo6 Package Design7 Product Photos

8 Magazine Ad

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Redesign PlanProduct 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. Aftermodest success, the gum was repositioned as a breath freshening gum with long lasting avor instead of

just a cinnamon avored gum.

Packaging reected this positioning, instead of a cluster of pale green leaves to indicate the naturalfreshness of cinnamon, a yellow flame dotted the letter i in Big Red to indicate to consumers that the gumwas 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 driverJuan 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 accessibleand convenient for gum lovers. Red is already a big and bold color, so part of the product promotion forBig Red will be to take advantage of its already eye catching colors in the new design. The typographyand icon/logo design will be changed to give the new design a more modern feel. The typography willbe more of a sans serif font and the ame icon/logo design will be a less detailed and simpler version of aame. This product will be bright, bold, and capture the attention of people who like that Big Red cinnamon

spice in their day.

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Style Guide - Colors

NameCMYK: 18, 99, 99, 8RGB: 190, 32, 38Pantone: 1797 CHex: BE2026

NameCMYK: 6, 0, 95, 0RGB: 249, 238, 19Pantone: 3945 CHex: F9EE13

NameCMYK: 63, 73, 66, 82RGB: 30, 10, 12Pantone: Process Black CHex: 1E0A0C

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Style Guide - Type

Edmonsans RegularEdmonsans Medium

Edmonsans Bold

The body copy in the Big Red

gum packaging should bebetween 10 and 12 pts. Regularfont should be used unless it isa header or title of something onthe package.

Americorps Regular

The logo design will most likely besomewhere between 30-35 pts. Headersand titles might also be used with this

font.

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Style Guide - LogoThe color logo will be seen on the box and in almost all advertising. The grayscale logo will only beused when necessary. The gum package will have the original logo, while some advertising mighthave variations. The padding around the logo should be at least as big as the ame logo on all sides.

Color Grayscale

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Package Design

BIG RED

BIG RED

CINNAMON

Wrigleys

BIGRED

Wrigleys

15 ST ICKS GUM

Naturally and Artificially Flavored

MADEBYTHEWM.

WRIGLEYJR.

COMPANY,

CHICAGO,

IL60611

2010WM.

WRIGLEYJR.

COMPANY.

QUESTIONS?COMMENTS?

CALL1-800-WRIGLEY

(1-800-974-4539)

MADEOF:SUGAR,

GUMB

ASE,

CORN

SYRUP,

NATURALANDARTIFICIALFLAVORS;LESS

THAN2%OF:GLYCEROL,

SOYLECITH

IN,

ASPARTAME-ACESULFAME,

HYDROXYLATED

SOYLECITHIN,

COLOR(RED40LAKE

,BLUE1LAKE),BHT(TO

MAINTAINFRESSHNESS).

PHENYLKETONURICS:CONTAINSPHENYLALANINE.

BESTBY11OCT

148675309

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Product Photos

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Magazine Ad

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ndalee

ESIGN