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Package Redesign and Case Study Brian Westover | Advanced Visual Media | Project #2

Package Redesign and Case Study

Brian Westover | Advanced Visual Media | Project #2

Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &
Overview 2 3 Text Styles & Color Scheme Logo Standards 4 Redesigned Package 5 &

Overview 2

3

Text Styles & Color Scheme

Logo Standards 4

Redesigned Package 5&6 Layout and Photo

Advertisement 7

Product: Wrigley’s Doublemint Gum Target Group: Men and Women, ages 18 - 35 Overview History:
Product: Wrigley’s Doublemint Gum Target Group: Men and Women, ages 18 - 35 Overview History:
Product: Wrigley’s Doublemint Gum Target Group: Men and Women, ages 18 - 35 Overview History:

Product: Wrigley’s Doublemint Gum Target Group: Men and Women, ages 18 - 35

Overview

History:

Doublemint gum was introduced in 1914, alongside Wrigley’s Spearmint gum and Juicy Fruit. Today, Wrigley’s also manufactures and sells Big Red, Juicy Fruit, Wrigley’s Spearmint, Winterfresh, 5, Eclipse/Eclipse Ice, Extra, Freedent, Orbit, Altoids, and Big League Chew.

Historically, the Doublemint logo has always included the Doublemint “Double Spear”, which was derived from the Spearmint “single spear” logo (A play on Spear-mint). The logo has also often made use of a pair (or double) of mint leaves or mint plants. Ad campaigns featuring the “Doublemint Twins” have been used since 1956 through to today.Ice, Extra, Freedent, Orbit, Altoids, and Big League Chew. The color scheme has, for several decades,

The color scheme has, for several decades, consisted of a Light green background, with the main logo in White, Dark Green, and Green. The Wrigley’s brand name has often been printed in bright red, to contrast against the green.Twins” have been used since 1956 through to today. Packaging often includes the price – 25

Packaging often includes the price – 25 cents (or more recently 35 cents) for a 5 stick package. Newer packaging includes a flip top box with 15 pieces. This new packaging was likely instituted to be more competi- tive against the box packaging of other luxury gum brands, such as Orbit, Dentyne, and Stride.been printed in bright red, to contrast against the green. Redesign Plan: While Wrigley’s “bargain gum”

other luxury gum brands, such as Orbit, Dentyne, and Stride. Redesign Plan: While Wrigley’s “bargain gum”
other luxury gum brands, such as Orbit, Dentyne, and Stride. Redesign Plan: While Wrigley’s “bargain gum”
other luxury gum brands, such as Orbit, Dentyne, and Stride. Redesign Plan: While Wrigley’s “bargain gum”
other luxury gum brands, such as Orbit, Dentyne, and Stride. Redesign Plan: While Wrigley’s “bargain gum”

Redesign Plan:

While Wrigley’s “bargain gum” approach has worked well in the past, newer competitors, such as Stride, Orbit, and Den- tyne, have utilized advertising and package design to position themselves as luxury products, and thus charge higher prices. Because these products differ little in actual materials, this allows for a much higher profit margin. As such, it would be beneficial to reposition Wrigley’s Doublemint Gum as a similar “luxury gum”.

The new logo, to convey a different look and feel, draws upon inspiration from Celtic Knots and Islamic calligraphy and geometric art. The logo uses two intertwining stripes of Dark Green and Green to form the familiar Doublemint Logo in a new and visually captivating way.

The new logo will retain the iconic double spear symbol, as well as the twin mint leaves. The logo colors of dark green and green will both be used, as well the red Wrigley’s. The background light green color may be dropped, in favor of a predominantly black or white background with light green accents.

In keeping with the new look and feel of the logo, packaging will no longer use price or bargain package alerts as a sales method.

Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century
Text Styles Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century

Text Styles

Logo 1 - Arial Black Logo 2 - JiveTalk, Regular Slogan - Century Gothic, Regular Label Copy - Myriad Pro, Regular

Color Scheme

Black White Peppermint Mist Spearmint Green Doublemint Green Wrigley Red

RGB: CMYK: 0, 0, 0 75, 68, 67, 90 Hex: 000000 Pantone: 426 C RGB:
RGB:
CMYK:
0, 0, 0
75, 68, 67, 90
Hex:
000000
Pantone:
426 C
RGB:
CMYK:
Hex:
Pantone:
255, 255, 255
0, 0, 0, 0
ffffff
7541 C
RGB:
CMYK:
Hex:
Pantone:
204, 255, 204
18, 0, 28, 0
ccffcc
351 C
RGB:
CMYK:
0, 255, 0
63, 0, 100, 0
Hex:
00ff00
Pantone:
802 C
RGB:
CMYK:
0, 153, 51
86, 18, 100, 4
Hex:
009245
Pantone:
356 C
RGB:
CMYK:
255, 0, 0
0, 99, 100, 0
Hex:
ff0000
Pantone:
172 C
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used

Old Logo

Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used whenever

New Logo

Color and Greyscale

Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used whenever
Old Logo New Logo Color and Greyscale Standards 1. The full color logo is used whenever

Standards

1. The full color logo is used whenever color is available. If circumstances call for the grayscale option, use the pro- vided greyscale version.

Old Logo

The previous logo featured the Doublemint dual-ended spear design, as well as the red Wrigley’s, the stylized “DoubleMint” text, and the classic two tone green color scheme. Many of these elements are preserved in the new design.

New Logo

Color

The new logo retains several elements from the previ- ous iteration, including the two tone color scheme, the red Wrigley’s brand name, and a form of the DoubleMint dual-ended spear.

This color version is to be used on all packaging and pro- motional materials, with the greyscale version to be used only in circumstances where color printing is not avail- able.

Greyscale

The greyscale form of the new logo is to be used only when color is not available.

Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored 15 STICKS OF GUM Redesigned Package The new package design keeps
Naturally & Artificially Flavored
15 STICKS OF GUM
Redesigned
Package
The new package design keeps the
dimensions and basic layout of the
current package, but with a new logo
and updated color scheme.
MADE OF: SUGAR, GUM BASE, DEXTROSE, CORN SYRUP, NATURAL AND AR-
TIFICIAL
FLAVORS;
LESS (TO
THAN
2% COLOR
OF: GLYCEROL,
ASPARTAME,
GUM ARABIC,
SOY
LECHTIN,
ACESULFAME
K,
(TITANIUM
DIOXIDE,
BLUE
1 LAKE,
BETA-CAROTENE),
BHT
MAINTAIN
FRESHNESS).
PHENYLKETONURICS:
CONTAINS
PHENYLALANINE.
Nutrition
Amount Per Serving
% Daily Value*
0%
Facts
0%
Serving
Size: 1 Stick (2.7g)
Total Fat 0g
Sodium 0mg
Total Carbohydrates 2g
1%
Servings Per Container: 15
Sugars 2g
Calories 10
Protein
0g
*Percent Daily Values (DV)
are based on a 2,000 calorie diet.
Not
a significant
source of other nutrients.
Made by the Wm. Wrigley Jr.
Company, Chicago,
IL 60611.
Questions?
Comments?
Call
1-800-Wrigley
(1-800-974-4539)
0
0226660
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently
Original Package The old packaging featured a bright green background, with the old logo prominently

Original

Package

The old packaging featured a bright green background, with the old logo prominently displayed.

Redesigned

Package

The new package design follows a similar form factor, but features an updated look with a new background and logo.

Magazine Advertisement

Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Magazine Advertisement Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint
Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint Gum.

Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint Gum.

Double your flavor, and double your fun, with the new look of Wrigley’s Doublemint Gum.