Western Family Creamy

PEANUT BUTTER
The Style Guide

OVERVIEW
Product Name: Western Family Creamy Peanut Butter Target Group: College students and young families Brief History: Broulims Fresh Food is known for combining the very best products with worldclass service. It is the only carrier of the Western Family brand. Charlie Broulim opened his first grocery store in 1922 in Rigby, Idaho. Broulims now serves the southeastern Idaho area with 7 stores. Broulims strives to sell the freshest produce available. They buy locally grown fruits, vegetables and meat whenever possible. Even though Idaho is best known for its fabulous potato, Idaho produces some of the finest quality fruits and vegetables each year. Broulims only sells produce thats in season. Located in Southeastern Idaho, the Head quarters are in Rigby, Idaho. The annual revenue is $15 million. Big Idea: The goal is to attract the 18 to 30-year-olds with a simplified package with a new character that better represents peanut butter. By using the same distinct Western Family colors, but simplifying the package and adding an adorable peanut character, we hope to attract the people who most likely buy the peanut butter, thus increasing sales. We also designed a two-part, slightly smaller label, thus lowering the cost of printing.

COLORS
Peanut Light CMYK: 25 40 65 0 RGB: 197 153 104 Peanut Dark CMYK: 35 60 80 25 RGB: 132 93 50 Red-dy for Fun CMYK: 15 100 100 0 RGB: 210 35 42 Buttery Gold Light CMYK: 0 15 100 15 RGB: 223 184 4 Buttery Gold Dark CMYK: 0 35 85 22 RGB: 203 143 51 Bright White CMYK: 0 0 0 5 RGB: 241 242 242 Pantone P 22-4 C Hex: #C59968 Pantone 7575 C Hex: #845D32 Pantone 1795 C Hex: #D8292F Pantone 7405 U Hex: #DFB804 Pantone 7510 C Hex: #CB8F33 Pantone 7541 UP Hex: #F1F2F2

FONTS BAUHAUS 93
Size 48 Regular Bright White with Peanut Light 2pt outer stroke Outer glow

NEWS GOTHIC MT
Size 12 Bold All Caps Peanut Dark No stroke Outer Glow

Arial Narrow Size 10 Regular for this book Size 7 All caps for Ingredients Size 7 Regular for other writing Colored black or automatic. No stroke No effects

LOGOS

This is the Western Family logo. A general rule is to always keep it in the top left-hand corner with the entire logo showing. It must not be hidden in any way or altered in any way. If at al possible, please refrain from using the grayscale version of the logo unless the opportunity to print in color is unavailable.

The peanut character is also trademarked and may not be printed on anything other than Western Family peanut butter products. The character may be grayscale or color, and may be rotated or flipped. It must not be warped, skewed, or altered in color (other than grayscale.) Although the arms and legs may be changed, the body and face may not be altered.

LABELS

NT WT 28 OZ (1 LB 12 OZ) 794 g
Front Label

Ingredients: ROASTED PEANUTS, SUGAR, HYDROGENATED VEGETABLE OIL (SOYBEAN, RAPSEED, AND COTTONSEED / TO PREVENT OIL SEPARATION), SALT AND MOLASSES.
Proudly distributed by WESTERN FAMILY FOODS, INC. PO BOX 4057 PORTLAND, OR 97208

Back Label

PHOTOS
BEFORE

AFTER

DISPLAY
HAPPINESS
ON AISLE 12
It really is that good. Make your little love this happy and put some Western Family Creamy Peanut Butter in your cart today.

Because this brand is sold only at Broulims, the target audience will be at Broulims. A large display like this will target young families all over southeastern Idaho who come exclusively to Broulims for their grocery shopping. Their minds are already in the mood for buying food. This would be the opportune time to market to the people who are already in the most convenient place.