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Product Name:

Package Redesign Plan

Target Group:

Brief History:
The brand was introduced by Mars in the UK in 1959, named by Harry Momber in a competition that won him 5, as Opal Fruits. The four original flavors were strawberry, lemon, orange, and lime. Lime was later replaced with cherry. Opal Fruits were introduced in the United States in 1967 as Starburst. The brand name Opal Fruits was phased out in the UK. On October 6, 2008, Mars acquired Wrigley, and transferred Mars non-chocolate candy brands, including Starburst, to the Wrigley subsidiary. The original flavors are now branded Original Fruits, and Starburst now comes in several assortments.

Big Idea:
When it comes to the design of the way Starbursts are purchased and consumed it is not as an enjoyable experience as it could be. The way the current package is designed it can be improved significantly both in user experience and in visual communication. Starburst can focus more on the use of color and their actual product. With a new package a way to more easily store and pick the starburst will be implemented. A box will be used incorporating a way to individually store the separate flavors of the starburst. This box will have some see through part to it so you can also see which flavor you are choosing. The package itself will incorporate starbursts bright colors. A way to even store your starburst wrappers and instructions on how to make things out of them will be included for those who love to make things out of starburst wrappers, or for those who want to try something new. The plan to advertise this new product is by the use of print ads in various mediums and through tv commercials. This redesign will increase sales because the whole experience of eating a starburst will be changed in a positive and more enjoyable way. The package, separation of the flavors, storage capabilities, and opportunity for fun will be so awesome no one would want to miss out on the experience of eating starburst.



Color Choices and Typefaces
Cherry Red
R: 221 G: 0 B: 34 C: 7 M: 100 Y: 100 K: 1 Hex: #dd0022 Pantone: 485 c

Source Sans Pro Black

Lemon Yellow
R: 239 G: 177 B: 1 C: 6 M: 32 Y: 100 K: 0 Hex: #efb101 Pantone: 7409 c


Source Sans Pro Regular

This font and size should be used for titles and larger subtitles. This font should be used when the font size is 18 or greater. When doing large format the minimum font size should be adjusted accordingly.

Strawberry Pink
R: 230 G: 157 B: 184 C: 6 M: 46 Y: 8 K: 0 Hex: #e69db8 Pantone: 507 c

Orange Orange
R: 255 G: 151 B: 37 C: 0 M: 49 Y: 94 K: 0 Hex: #ff9725 Pantone: 1375 c


This font and size should be used for body copy. The font size should be 8 - 12 when using this. When doing large format the minimum font size should be adjusted accordingly.



Logo Usage and Spacing

Logo Usage:
The Starburst logo will remain the same. The logo should not be shrunk down to less than an inch. To the left is the logo in color and in black and white. The logo should always appear as seen in these two images. The colors and shape of the logo should never change. When it comes to placing the logo on things the amount of clear space around the logo should equal the width of the first r in the Starburst logo at whatever size you are woking with.

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