KEVIN PORTER

1PLAN 2STYLEGUIDE 3STYLEGUIDE 4PACKAGE DESIGN 5COMPARISON 6ADVERSTISEMENT

PRODUCT NAME
Listerine
TARGET GROUP
For special oral hygiene needs of well-to-do families in Urban and Semi Urban areas.
BRIEF HISTORY
Listerines parent company is Johnson & Johnson, which was incorporated in the State of New Jersey
in 1887. Out of the many consumer segments, the Oral Care franchise sales grew by 6.4% to $1.6
billion in 2011, primarily due to increased sales of LISTERINE products.
REDESIGN PLAN
Since this company makes pretty good money from this product, we dont want to make the
production process of the container, but their target market is geared towards the lower middle class
and up. There are tons of of products at the store that people get because they are cheaper. So the
idea for this new packaging system to create something is still geared toward their market, but make
it more eye catching. To increase sales for this product, it needs to look like the price it is selling for.
By making it more appealing on the store shelf, and in your bathroom, customers will be more willing
to purchase it.
The shape of the bottle is altered to have a more appealing layout to their labels and information.
PL AN
1
SOURCE SANS PRO (16PT)
HEADING
SEMIBOLD - ALL CAPS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910
BODY
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
12345678910
SOURCE SANS PRO (6PT)
HEADING
SEMIBOLD - ALL CAPS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910
BODY
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
12345678910
ST Y LE GUI DE
DIGITAL & PRINT LABEL & PACKAGING
Black
CMYK (66, 65, 72, 77)
RGB (26, 23, 18)
Pantone (Black 3 C)
HEX (#1a1712)
White
CMYK (0, 0, 0, 0)
RGB (255, 255, 255)
White
HEX (#fff)
2
The original logo is pure text, however to create
more brand recognition, a more unique typeface
and shape where added to it. Also considering
the target audience and price position of
product, the logo is refined to deliver a more
elegant and high-class feel.
The black and white nature of this logo allows
for flexibility across the product line.
The minimum margin between the outer points
of the window to the edges of the shape should
be no less then 10% of the width of the main
shape of the logo
ST Y LE GUI DE
REDESIGNED LOGO ORIGINAL LOGO
3
PACKAGE DESI GN
The label utilizes a lot of white space so that the minimalistic look will attract more people to the
product. It will also wrap around then entire glass to create more balance and symmetry.
Height 4.25 x Width 11.25
LABEL
4
COMPARI SON
BEFORE AFTER
5
ADVERTI SEMENT
TEASER PICTORIAL SHOWCASE
All are various
magazine ads
6
K E V I N P O R T E R D E S I G N