Cascade ce

Product Redesign By Josh Powell

Josh Powell
entrepreneur

Contents
3
4
6
7
8

Redesign Plan
Style Guide
Package Design
Product Photography
Advertisement

Cascade ce

Redesign
Plan

Style
Guide

Product Name
Cascade Ice Water
Target Group
Women ages 25-44

History
Cascade Ice Water has been around since 2010, and is registered under Unique Beverage
Company, LLC. They have 3 categories available and 31 taste varieties. Their drinks are also
sodium free, caffeine free, gluten free, and have zero calories.

CMYK: 75 68 67 90
RGB: 0 0 0
Pantone: 426 C
Hex: #000000

CMYK: 100 100 0 0

RGB: 46 49 146
Pantone: 2746 C
Hex: #2e3192

CMYK: 77 0 100 0
RGB: 45 179 74
Pantone: 361 C
Hex: #2db34a

CMYK: 0 100 100 0

RGB: 237 28 36
Pantone: 485 C
Hex: #ed1c24

CMYK: 0 0 0 0
RGB: 255 255 255
Pantone: 7541 C
Hex: #ffffff

Big Idea
The big idea to redesign the packaging of the Cascade Ice bottle is simple. The design of the
bottle effectively reaches the target group, but the design of the label and the logo do not. Both
of these issues need to be addressed. The logo will be more modern to portray an image of
quality and professionalism, but mostly to get away from the look of a Mexican restaurant.
The label will be clean and simple in order to fit all flavors into the same style to convey the
cohesion of each product with the whole. Because of the raised quality of the packaging and
the logo, it will be more logical to increase the price of the product slightly. By both slightly
increasing the price, and creating a more unique, recognizable, and attractive logo and design
we will be able to increase revenue.

Label Fonts
Myriad Pro Regular
Myriad Pro Condensed

Style Guide Fonts

Minion Pro Regular
Orator Std Medium

Logo Font
Henr y Morgan Hand

The regular style should be used

when naming the specific flavor
as well as certain other key
phrases on the label in size 12
font. Subcategories on the label
should use the condensed style
and employ a size 6-8 font.

In this style guide, and thus in

other forms of communication,
it is recommended to use
Orator as the title fonts (size 50)
and the subtitle fonts (size 12),
with the body copy being a size
12 Minion Pro.

Henry Morgan Hand is the font

that is used with the logo if the
logo vector ever has need to be
recreated. The size of the font is
variable to the purpose of the
use. If recreated, see that the
mountains are of equal size.

Cascade ce

Style
Guide

Package
Design

After some preliminary research and

testing, it was confirmed that the
current logo conveys an image of
being a Mexican restaurant.

Cascade ce
5

The style of the new logo connects

Cascade Ice more effectively with
their target audience by using a
more decorative script style font, and
remaining simple and elegant.

logo should be used in all

This
marketing and other company

communications, including on all

letter heads, business cards, mail
pieces, and advertisements. Size
recommendations depend on size
needs of the project. The vector
image should be used in all instances
to ensure correct proportions.

Cascade ce

Product
Photography
The Old

The New

Advertisement
This is a sample advertisement set as a billboard. The comcept behind this billboard is that
it will be clear so as to see through to the actual exit and being instructed to follow actual
cars on the road. If the budget were larger, using a display screen may be more effective.

Cascade ce