Baking Soda Redesign

By: Liesl Harr

Table of Contents

Overview .............................2
Style Guide .........................4
Packaging ............................6
Photo Comparison .........8
Advertisement ..............10
Conclusion ......................12

Arm & Hammer Baking Soda | 1

Overview

History
The main brand of Baking Soda, Arm & Hammer,
has been around since at least the 1860s and was
partnered with Church & Co who came up with the
product in 1846. It has been in orange boxes ever
since. Over the years, Arm & Hammer has come out
with numerous uses for the Baking Soda varying from
laundry detergent, toothpaste, cleaning supplies, baking,
deodorizing, and more..

The Current Design

Currently, Baking Soda is sold in a very well branded
orange box. The bright color makes it easy to find
on a self full of supplies, and the recyclable box has
been environmentally friendly since before that was
popular. However, for those who use Baking Soda for
cooking, this package can be a pain. Trying to get exact
measurements, and not opening the box all the way
doesnt work very well. I set out to design a better way.

Arm & Hammer Baking Soda | 2

Target Audience
The target audience for this product are those who like to
bake. They use this product mostly in cookies and other
sweets, and need exact measurements to do so. They may
also want to use the product for cleaning and other uses,
but they really want to be able to get the Baking Soda out
of the container, without frustration, or having to leave the
box open, making a mess everywhere.

The Big Idea

The big idea in this redesign will be to make the Baking Soda
more accessible, especially for those who bake. Although the box
has been in place for a while, it isnt user friendly. To accomplish
this, the packaging will incorporate multiple lid options, based
on your use similar to spice containers where half the lid
opens for measurements, and the other half enables the spice
to be sprinkled. This will allow the user to accomplish their tasks
without having to struggle with the packaging.

Arm & Hammer Baking Soda | 3

The Logo

The Logo
The Arm & Hammer logo will keep the familiar branding
by staying the same, but the rest of the packaging will be
cleaned up and modernized. When you extract the logo
from the gradients and star-bursts, the logo itself is very
clean and simple. Keeping the logo the same will fulfill
the purpose of the redesign by updating the packaging,
while keeping the familiar brand of Arm & Hammer.

Arm & Hammer Baking Soda | 4

Color & Type

HEX: #D01F43
PANTONE: 7687 C
R: 209 G: 31 B: 67
C: 12 M: 100 Y: 73 K: 2

HEX: #F89D1F
PANTONE: 1375 C
R: 249 G: 157 B: 32
C: 0 M: 45 Y: 98 K: 0

HEX: #v
PANTONE: 7636 C
R: 47 G: 57 B: 137
C: 98 M: 94 Y: 10 K: 2

Color and Type

The Colors will stay the same as the current Arm &
Hammer brand, to keep these familiar elements around.
The colors, especially the bright orange, stand out, and
remains easily recognizable when put next to other
products on the shelf.
The Typography for this brand uses the Ligurino font.
This is a simple Sans-Serif font that is easy to read both
in print and on screen with just enough personality to
make it interesting.

Headings
Ligurino Bold 24 pt

Body copy (see example below.)

Ligurino Regular 9 pt
Arm & Hammer Baking Soda | 5

Packaging

DRUG FACTS
Active Ingredient

Purpose

Sodium Bicarbonate 100%

Antiacid

Warnings
Ask a doctor before use if you have a
sodium restricted diet.
Ask a doctor or pharmacist before use if you
are taking a perscription drug. Antiacids may
interact with certain perscription drugs.
Do not administer to children under age 5

Pure

Baking
Soda
ONE bottle, COUNTLESS uses:
Baking
Cleaning
Deodorizer
Laundry Detergent

Unclog Drains
Anti-Itch Cream
Toothpaste
Shampoo

NET WT. 1 LB (454g)

Arm & Hammer Baking Soda | 6

STOMACH WARNING: TO AVOID SERIOUS

INJURY, DO NOT TAKEUNTIL POWDER IS
COMPLETELY DISSOLVED. IT IS VERY
IMPORTANT NOT TO TAKE THIS PRODUCT
WHEN OVERLY FULL FROM FOOD OR DRINK.
Consult a doctor if severe stomach pain occurs
after taking this product.
Stop use and ask a doctor if
symptoms last more than 2 weeks.

Other Information
each 1/2 teaspoon contains 616mg sodium.
NUTRITION FACTS
Serv. Size 1/8 tsp. (600 mg) Servings Per
Container 806 Calories 0, fat cal. 0, Total Fat 0g
( 0% DV), Sodium 150mg (6% DV),Total Carb. 0g
(0% DV) , Sugars 0g, Protein 0g, Vitamin A (0% DV),
Vitamin C (0% DV), Calcium (0% DV), Iron (0% DV),
*Percent Daily Values are based on a 2,000 calorie diet.

33200 01110

Church & Dwight Co., Inc.

500 Charles Ewing Blvd.
Ewing, NJ 08628

Flat Labels
The goal of the new packaging is to give Arm & Hammer
Baking Soda a modern design, With the change of the
main package, the flat package is a simple set of labels
that go on the front and back of the bottle.
The new bottle is great for those who both bake and
clean, along with the hundreds of other uses of Baking
Soda. The sprinkle top allows the product to be sprinkled
precisely where needed, and the open part of the lid is
great for measurements. The nature of a bottle with a
lid instead of a box insures a spill-free experience, and
will allow the Baking Soda to stay fresh longer.

Arm & Hammer Baking Soda | 7

Before

The Old Package

Baking Soda has been around for a long time, and is used
in many different ways. The purpose of this project was
to provide a better package for those who use it to bake
specifically, but is also works well with the many different
ways Baking Soda can be used. This box has been around
for many years, and although it has served the public well
for over a hundred years, it is time for a update.

Arm & Hammer Baking Soda | 8

After

The New Package

With a updated package design and shape of the bottle,
this new package can be used in many ways. With
the option of sealing after opening, the Baking Soda
will stay fresh longer, and can be scooped or sprinkled
where needed. The Modernized design keeps the same
bold colors and logo of before, but also removes the
gradients, making the product the main focus.

Arm & Hammer Baking Soda | 9

Advertising

Open Cap Great For Baking

Sprinkle Cap for Cleaning

Plastic Bottle to Stay Fresh Longer

Hundreds of Uses

Find yours at a store near you

Arm & Hammer Baking Soda | 10

Magazine Ad
Very clean and modern, this ad contributes to the
updated feel of Arm & Hammer. Although Baking Soda
isnt a product advertised a lot, they are currently paired
with a few magazines such as Martha Stewart Living,
and Better Homes and Gardens.
This full page ad in particular is designed to show some
of the main features of the new packaging, and can be
displayed in some of the magazines mentioned above.
The background texture mimics the Baking Soda itself,
and gives just enough detail to add interest without
distracting from the overall design.

Arm & Hammer Baking Soda | 11

Conclusion

Wrapping It Up
This new brand and packaging for Baking Soda will
appeal to a wide audience , in many different categories.
Although the target audience is those who bake, the
new package will also ease Baking Sodas assistance
with household chores, refreshing, and more. The easy
to use pop lid can be left open or closed, allowing the
user to be in control, using it the way they prefer.
Because the new package appeals to this wide audience,
it will help increase sales and continue the tradition of
long term customer satisfaction.

Arm & Hammer Baking Soda | 12

Arm & Hammer Baking Soda | 13

Liesl Harr