3

Product
Name
Target
Audience
History
Big Idea
Opening of the First Stewarts Root Beer Stand In 1924, Frank Stewart set out to develop the worlds
best-tasting root beer which he intended to sell in order to supplement his income as a schoolteacher.
With the secret recipes in hand, he soon opened his frst Stewarts Drive-In where he served ice-cold
Stewarts Root Beer in tall, frosty mugs. Te creamy taste of Stewarts Root Beer was an instant success
and has been enjoyed by consumers for over 75 years!
My big idea is to create the box in way that makes it more permanent and not something you would
want to throw away. Te boxes will be a series so that they can become collectable. Each box would
be unique and eye catching and would have a new design each month. I want this same idea to be
refected in the stickers that are on the bottles. Making the boxes and bottles collectable will help
increase sales because it will give fans and customers something to look forward to each month. To do
this I am going to be creating the box the bottle come in out of wood.
Te target audience is single men between the ages of 18-34. Tey are the heaviest consumers
of carbonated non-cola beverages. All of the designs and advertisments will be targeting this
demographic. A secondary target audience is married women between the ages of 18-34 because they
are the second heaviest users of carbonated non-cola beverages.
Stewarts Fountain Classics - Root Beer
Plan
4
Regular - Most frequently used throughout
all labels, stickers, decals, and box
decorations. Use for the tagline Fountain
Classics. Sizes should stay bewteen 10pt -
12pt.
Bold - Should only be used for the nutri.
Regular- Used for the title in all
capital letters. The rest of the letters
(other than the first 'S') are 40.24pt.
Light- Used just for the first 'S' and
nothing else. The first 'S' is sized at
92.71pt
Redesign*
Color Scheme & Type
Bold Orange:
CMYK: 19%, 87%, 100%, 10%
RGB: 186, 63, 9
Hex: ba3f09
Pantone: 167C
Orange:
CMYK: 14%, 87%, 95%, 4%
RGB: 203, 70, 46
Hex: cb462e
Pantone: 7598C
Warm Orange:
CMYK: 23%, 89%, 98%, 15%
RGB: 170, 57, 38
Hex: aa3926
Pantone: 484C
Red Orange:
CMYK: 26%, 90%, 95%, 22%
RGB: 155, 52, 38
Hex: 9b3426
Pantone: 484C
Chocolate Brown:
CMYK: 30%, 88%, 83%, 33%
RGB: 132, 47, 42
Hex: 842f2a
Pantone: 7624C
White Words:
CMYK: 0%, 0%, 0%, 0%
RGB: 255, 255, 255
Hex: fff
Pantone: 663C
Root Beer Brown:
CMYK: 34%, 87%, 77%, 42%
RGB: 113, 42, 41
Hex: 712a29
Pantone: 491C
Kirvy - Title Font
Tw Cen Mt - Copy Font
*Te colors have been updated to a range of oranges. Te oranges have been kept
because it is readily associated with root beer. Tis range of colors allow for a new
look while still retaining its equity and recognizability.
5
Logo
Tis is the color logo that should be used on all
bottle and box labels as well as on the company
website. Tis should also be used when printing in
color and in email signatures.
Tis is the grayscale logo that should be used on
letterhead when sending faxes, memos or letters.
Tis logo should be used on black and white
printers but never for labels.
6
Bottle Dividers
Window Sides
Bottom
Handle
Tall Sides
Flat Box Design