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Style Guide

Redesign by: Brett Jenkins

Table of Contents
Redesign Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Style Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Label Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Product Photos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Magazine Ad. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Web Banner Ad. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Redesign Plan
Product:

Big Idea:

Grants Golden Brand Pomade

Grants is a great product with an


inconsistent look to their brand.
With the current packaging
it looks like it would be made
for kids rather than fashion
conscious men.

Target:
Meet Ki. Ki cares about how he
looks, he follows fashion, and he
always smells great. You could
say Ki is a hipster.
He wants a product that makes
him look and smell great, but
also fits his personality. He
doesnt want that greaser look,
he just wants something with a
good hold that allows flexibility
throughout the day.

History:
Grants is a Pacific Northwest
based company that makes a
water based pomade. Grants
launched in 2009 with the motto
Style is Everything. Due to
launching in the middle of the
recession, the start-up company
began reaching out to barber
shops individually. They wanted
to get their inexpensive product
into the shops where men could
use it, fall in love with it, and buy
it over and over again.

A redesign will evoke a more


mature feel, incorporating a
vintage look to play up the
classic fashion position the
company has established.
Hipsters are the best segment
to target. They value fashion, a
vintage look, and they spend a
significant amount of money on
haircare products.
This will increase sales by
targeting a specific segment of
the market. Up to this point,
Grants has been a pomade to all
trades and a master to none. By
targeting hipsters, that segment
of customers will see Grants
as their one choice for a great
pomade, and we will obtain a
higher sales rate by getting the
majority of this segment, even if
this sacrifices minorities we have
had in few other segments.

Style Guide
Title Font:

Dubiel Plain

Regular (-8 kerning)


6X taller than the body text
On the label the font size is 64 pt.
The apostrophe between the t
and s is in 30 pt. Logo is center
aligned vertically on the label,
and horizontally on documents.
Dubiel matches the era that the
brand is focused on, and appeals
to the target market as a cross
between vintage and modern.

Body Font:

Disco

Regular (-70 kerning)


Spaced down from the title by
1X the height of the body font
On the label the font is 11.3 pt.
The sub-caption is the same
width as the brand name.
This sans serif font contrasts
well with the modern font of the
brand logo/title font. The stylish
look is still up-kept, and keeps
the logo looking clean.

Color Swatch:
Text:
CMYK 82, 71, 59, 75
RGB 16, 24, 32
Pantone Black 6 C
HEX #101820

Label:
The label is printed on Brown
Royal Fiber 80lb - Kraft paper.

Label Design
The top label has a
representation of the type of hair
that you would want to use the
medium hold product on.
*The gray circle indicates the cut
mark, not a design on the label.

Putting the UPC on the bottom


will avoid detracting from the
clean look of the rest of the
package. Natural and organic
ingredients are important to the
target segment.
*The gray circle indicates the cut
mark, not a design on the label.

Ingredients:
All natural beeswax,
Organic coconut oil,
& Oils (for scent)

The main label is very clean, and


only has the logo, and an image
to represent the kind of hair this
product is made for.

Medium Hold

Net Wt 4 oz

Medium Hold

Product Photos
Old Design:

New Design:

Magazine Ad

Style is
Everything
Express your
style with

Web Banner Ad
Stay up,
Stay Golden with

Try it now.

Two orientations of a web


banner will still have the
same feel to them, bvvut the
horizontal ad will not have
a picture in the background.
Horizontal ads do not have as
good of orientation to display a
picture behind.
Below are renderings of how the
ads appear in a web browser,
with their respective placement.
These ads also have a similar
feel, and the same picture as the
magazine advertisement.

10

Express
your style with

Try it now.