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LEMON JUICE

TABLE OF CONTENTS

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REDESIGN PLAN STYLE GUIDE A STYLE GUIDE B PACKAGE DESIGN PRODUCT PHOTOS ADVERTISEMENT

REDESIGN PLAN
target group
Western Familys Lemon Juice Concentrate has been targeted towards lower income families. I propose that they broaden that target group to middle class families. This can simply be done by redesigning the packaging to have a more of an appeal to the glancing eye. Any family is going to be looking for a good deal, and Western Family does that. But right behind that good deal priority is going to be quality, especially for a middle class family. Though we are told from the time we could read, not to judge a book by its cover a little boy will not pick up a book with pink and sparkles on it. Just as a middle class mother will not pick up a cheap looking bottle of lemon juice and put it in her cart.

history
Western Family has been around since the 1930s and their products have always been second class next to the leading brands. They started by a group of retail-owner grocers who joined forces to compete with the big brands. Though their logo has been adjusted at least three different times since then, their actual packaging for individual products has not improved.

big idea
My proposed design is to allow the simplicity jump out amongst all of the clutter of a grocery store. On the label, the emphasis will be that it is lemon juice concentrate not that it is just another Western Family product. Western Family logo of course will be on the label but I want to be able to take the attention off that fact and put it on the fact that this is a high quality lemon juice concentrate that every family needs. Advertising this new look will be essential for its success. For the first 6 months a small label on the bottle will say New Look, Same Pure Taste. This will inform the consumer that it is the same great product just with a new look. Because our target group is middle class families and more specifically the mothers, an ad will be made for Better Homes Magazine. This ad will be featured in their monthly magazine for the first 4 months of the new product being out. This ad will follow the same pattern of simplicity, with a photo of the product off centered (right) and a three to four word statement to the left. The Western Family logo will go on the bottom right hand corner along with any other important information. This new design and plan to implement the design should increase sales noticeably. The target group will be expanding to the majority of American families and more specifically the mothers of those families. The design will offer a clean, eye catching look. Lastly the plan for advertising will make this product rise in sales.

STYLE GUIDE colors


True Yellow
CMYK: 0.10.100.0 RGB:255.221.0 Hex: ffdd00 Pantone: 803C

Pale Yellow
CMYK:1.0.45.0 RGB: 255.246.162 Hex: fff6a2 Pantone: 601C

True Green
CMYK: 85.17.100.4 RGB: 18.148.71 Hex: 129447 Pantone:363C

Pale Green
CMYK: 53.11.60.0 RGB: 130.182.133 Hex: 82b685 Pantone: 7494C

fonts
Title Caviar Dreams Regular 55pt. Or 35pt. larger than body text Body Book Antiqua Regular 20pt. or 35 pt. smaller than the title

STYLE GUIDE

Below are my color and black & white version of my logo. Recommended size is 1.8 in wide and 2.7 in high with a .35 in border. Keep this same scaling if making larger or smaller. Also on all packaging and advertisement the logo should be placed in the bottom left or right corner. Use the black and white version as much as possible.

Nutrition
Amount Per Serving

Serving Size 1 cup (228g) Servings Per Container 2 Calories 260 Total Fat 13g Saturated Fat 5g Trans Fat 2g Cholesterol 30mg Sodium 660mg

Facts
Calories from Fat 120
% Daily Value*

PACKAGE DESIGN
20% 25% 10% 28% Total Carbohydrate 31g Dietary Fiber 0g Sugars 5g Protein 5g 10% 0%

Refridgerate after opening to maintain freshness. Shake well beofre using.

3 Tbsp. WF lemon juice

the juice of one medium lemon

Vitamin A 4%

Calcium 15%

*Percent Daily Values are based on a 2,000 calorie diet.

Vitamin C 2% Iron 4%

LEMON JUICE
16 FL OZ (1PT)

Ingredients: water, lemon juice concentrate, sodium benzonate, sodium bisulfate, lemon oil

PRODUCT PHOTOS

MAGAZINE AD

N E W LO O K , S A M E G R E AT F L AV O R

give it a squeeze

Find this product at your local grocer y store. This product is part of W estern Family Incorporation 235 Business Ave. S alt Lake City, U T 9 0734 Contact with any questions , concerns , or comments.