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KEVIN PORTER

1PLAN 2STYLEGUIDE 3STYLEGUIDE 4PACKAGE DESIGN 5COMPARISON 6ADVERSTISEMENT

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PRODUCT NAME

Listerine

TARGET GROUP

For special oral hygiene needs of well-to-do families in Urban and Semi Urban areas.

BRIEF HISTORY

Listerines parent company is Johnson & Johnson, which was incorporated in the State of New Jerseyin 1887. Out of the many consumer segments, the Oral Care franchise sales grew by 6.4% to $1.6billion in 2011, primarily due to increased sales of LISTERINE products.

REDESIGN PLAN

Since this company makes pretty good money from this product, we dont want to make the

production process of the container, but their target market is geared towards the lower middle classand up. There are tons of off products at the store that people get because they are cheaper. So theidea for this new packaging system to create something is still geared toward their market, but makeit more eye catching. To increase sales for this product, it needs to look like the price it is selling for.By making it more appealing on the store shelf, and in your bathroom, customers will be more willingto purchase it.

The shape of the bottle is altered to have a more appealing layout to their labels and information.

P L A N

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SOURCE SANS PRO (16PT)

HEADING

SEMIBOLD - ALL CAPSABCDEFGHIJKLMNOPQRSTUVWXYZ

12345678910

BODYLIGHTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

12345678910

SOURCE SANS PRO (6PT)

HEADING

SEMIBOLD - ALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

12345678910

BODYLIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

12345678910

S T Y L E GU I DE

DIGITAL & PRINT LABEL & PACKAGING

Black

CMYK (66, 65, 72, 77)RGB (26, 23, 18)Pantone (Black 3 C)HEX (#1a1712)

White

CMYK (0, 0, 0, 0)RGB (255, 255, 255)WhiteHEX (#ffffff)

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The original logo is pure text, however to createmore brand recognition, a more unique typefaceand shape where added to it. Also consideringthe target audience and price position ofproduct, the logo is refined to deliver a moreelegant and high-class feel.

The black and white nature of this logo allowsfor flexibility across the product line.

The minimum margin between the outer pointsof the window to the edges of the shape shouldbe no less then 10% of the width of the mainshape of the logo

S T Y L E GU I DE

REDESIGNED LOGOORIGINAL LOGO

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PACKAGE DESI GN

The label utilizes a lot of white space so that the minimalistic look will attract more people to theproduct. It will also wrap around then entire glass to create more balance and symmetry.

Height 4.25 x Width 11.25

LABEL

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COMPARISON

BEFORE AFTER

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ADVERTISEMENT

TEASER PICTORIALSHOWCASE

All are variousmagazine ads

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K E V I N P O R T E R D E S I G N