Redesign Plan

Product Name: Nice! Chocolate Covered Peanuts Target Group: Brief History: Deereld, IL based drugstore Walgreen continues the evolution of its Private Brand portfolio with the launch of Nice! a Private Brand that solidly occupies the National Brand Equivalent space with a playful attitude and a refreshingly memorable name and a direct tagline, Smart quality. Everyday. This stands in stark contrast to many of the Private Brands launched over the last few years whose names seem to be generated by a private label random name generator composed of generic words. While the design clearly ts into the American Private Brand school of white-based package design it is clearly closer in both intent and attitude to Publix's much award Private Brand then to the original stark sometimes-awkward Great Value from walmart The brand occupies a portion of the space formerly held by both Walgreen and Deereld Farms branded products, the move comes as Walgreens attempts to tighten and further dene its Private Brand portfolio. You will see a lot of transition within Walgreens brand portfolio over the next 12 to 18 months, says Maurice Alkemade, divisional vice president, general merchandise manager for private brands in an article for the trade publication Private Label magazine. Big Idea: The current design of this product is very bland and cheap looking and after making some major changes to the color and front design it will look like a much more accessible product that will attract both the shopper that is looking for quality as well as the shopper that is just looking for the cheapest thing in the store. The price of everything will also be brought slightly down- as the prices for "Nice!"s products are denitely falling behind the deals that come with the major brands like western family, Hy-top and avorite. A small pack of Nice! toothpicks costs $2 at your local walgreens- yet at theWalmart less than a block away you can get the same toothpicks under the Great Value brand for under a dollar. "Nice!"must also compete by bringing their prices down to something that would make them much more appealingand with that- as well as the new and improved design for this product, "Nice!" will rapidly increase salesthus achieving and even surpassing all new sales goals set for the "Nice!" company. Ages 6+

Style Guide
Title font name: Neou, Bold, 44 pt Copy font name: Open Sans, Regular, 11.1

Color swatches PANTONE: CMYK: HEX: RGB: 172C 0 86 97 0 #fe4819 254 72 25

PANTONE: CMYK: HEX: RGB: PANTONE: CMYK: HEX: RGB

168 C 35 80 96 43 #703319 112 51 25 363 C 79 23 100 9 #39892F 57 137 47

Style Guide
Logos
B&W/Color Logo The only color in the logo is the dot on the exclamation mark- and that one little bit of color is a very important aspect in making sure the logo is balanced so the black and white copy should only be used when completely necessary (i.e. B&W printer, faxing, etc) Logo size recommendations The logo size should be within one inch of 1.5X2.5. Logo placement recommendations When placing a logo on boxes, the logo should be placed on the top left corner of the front of the box, and on all other sides of the packaging should be centered within either the center of the section or the left side.

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