Redesign Plan

Product Name: Dr. Bronners Magic Soaps Target Audience: Adults 25-55 History: Dr. Bronners Magic Soaps have been around for over 150 years. The soap was first introduced by the quirky Emanuel Bronner, who was a master soapmaker under the guild system at the time. It is well-known for its versatility and eco-friendliness and became especially popular in the 60s due to their message of peace and unity across religious and ethnic divides. The company is still family-owned, and continues to produce high-quality soaps at reasonable prices. It is on its way to becoming the top selling natural brand of soap in the United States. Big Idea: Dr. Bronners packaging is strange, in several different ways. The design is simply lines upon lines of tiny, almost unreadable text taken from Dr. Bronners personal journals. They basically have no logo. We will redesign the packaging of the liquid soap line to better convey the eco-friendly ideology for which the company is already well-known among followers. People who might not be as familiar with the soap will be more likely to notice the product on the shelves of grocery stores. As it is, the packaging does not stand out. Using more natural-looking packaging like brown paper will help visually convey the image that Dr. Bronners already projects in its ideology and will be more likely to be noticed by people who are not already familiar with the brand.

Style Guide
Colors
Royal Blue CMYK: 100 79 16 3 RGB: 0 74 141 Pantone: 294C Hex: #004a8d Snow White CMYK: 0 0 0 0 RGB: 255 255 255 Pantone: n/a Hex: #ffffff

Fonts
Titles Minion Pro Bold - 16 pt Copy Calibri Regular - 10 pt

Logo
Below is the logo for Dr. Bronners Magic Soaps:

Dr. Bronners Magic Soaps

The logo will be used in all packaging and media-related documents. It is made using the font PT Newton Bold Cyrillic on the Royal Blue background with simple white lettering. On packaging the logo should be 3 wide and .22 high, while on promotional documents, as above, it should be 6 x .44. Always maintain a .25 space surrounding the logo.