Crayola Redesign By Macey Dally

Table of Contents

Redesign PlanStyle GuideLogoLabelBefore & AfterBus-Wrap

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Product Name: Crayola

Target Group: young kids ages 5-12 years, and parents of children as a secondary target (they buy the product for their kids) ages 25- 50 years.

A Brief History: Crayola is a well-known brand for school supplies. Because summer is here and children are out of school, the playground is taking priority in their lives. Lets go

Whats the big idea? I plan on making the package round, so it stands out against the other chalk brands; also because chalk is round, why not have a container that resembles what chalk looks like. The design of the box is going to change a lot also. Rather than being the typical school yellow I want to make the box look like its been drawn on, like it is sidewalk. It will have a slur of bright colors to grab attention and to help the brand name stand out. Inside will include different colors with their own little section so that the colors dont mix before you want

Redesign

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them to mix. out and play!

Will it work? To advertise this new look, I plan on running commercials on childrens channels, with bus wraps advertising five free crayons, making sure that the companies that carry this brand receive an announcement that the look is being changed and ask them to promote the new design to their customers, and finally doing a stay-and-play campaign. This campaign will be an outdoor event that will take place at any of the major locations where this product is sold, like Wal-Mart. It will be an outside event where

children can come and draw on the sidewalk, or on chalkboards while their parents are shopping. Free samples of the chalk will be given to anyone who comes and gets one. This sample will be the new look. By doing this, the product will already be in consumers hands and they will know what it looks like. I plan on increasing sales, through advertising. And through the stay-and-play campaign. By consumers using the product and having the product at their home, theyll know and remember it when they go to buy more chalk.

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Style Guide

Red:CMYK: 0, 91, 71, 0

Lavender:CMYK: 23, 54, 15, 0

Blue:CMYK: 77, 44, 12, 1

Green:CMYK: 47, 4, 94, 0

Sunshine:CMYK: 3, 23, 100, 0

White:CMYK: 3, 23, 100, 0

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RGB: 196, 134, 166PANTONE: 687 CHEX: c486a6

RGB: 149, 193, 72PANTONE: 367 CHEX: 95c148

RGB: 65, 127,176PANTONE: 646 CHEX: 417fb0

RGB: 249, 196, 0PANTONE: 123 CHEX: f9c400

RGB: 250, 55, 69PANTONE: 1788 CHEX: f12938

RGB: 249, 196, 0PANTONE: 123 CHEX: f9c400

FontsPackagING:Eraser-RegularEraser Dust-Regular

Any body copy should be Eraser Dust at 10-12pt. Headings should be Eraser at 18-48pt (Depending on the size of the box).

MarketingEraser-RegularGeorgia- regularGeorgia-Bold

Any body copy should be Georgia regular at 10-12pt. Headings should be Georgia-Bold at 12pt. Titles should be Eraser at 24-72pt (Depending on the advertisement).

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LogoOriginal

New

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6Since the boxes will be black with the redesign. I decided to make a logo that would be versatile and stand out on a black box. There are two options; the color logo or the white logo. The white logo would only be used for the boxes if that is whats decided. The color logo would be used for anything, specifically the primary packaging and in advertising. The logo should be no less than and no more than an 1 (depending on the packaging or the advertisement).

Label

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Crayola

Crayons

24 0503535575

NON-TO

XIC

8Crayola

Crayons

24 0503535575

NON-TO

XIC

Before & After

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Bus Wrap

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D