The Corn Book

by Victoria Coniglio
Table of Contents
Redesign Plan 2

Fonts & Colors 6

Logo 10

Flat Package Design 14

Advertisement 16
1
 Audience History
Canned vegetables are bought by families. Double Luck brand is a subsidiary of Del Monte
According to the website, the Double Luck Foods. This was a way to sell the pieces of
brand was marketed to poor people in the vegetables that looked less appetizing and not

Redesign
South. It was supposed to sell to people who used in the larger brand, even though they were
were familiar with other “Luck” brands that still good.
included cleaners and soaps. Today, the The reasoning for this redesign is the colors are
Plan potential market is larger and design trends
have changed. The cleaner and soap brand
harsh and make the food look dingy. It’s also
difficult to understand visually. There is a lot of
is almost unheard of, and the audience does focus on the logo rather than the product.
not want to think of soap when eating their
vegetables. By recreating the design for Double
Luck, it can be more current and the audience
more wide-spread.

2 3
Focus
We need to refocus on the vegetables. Don’t let the audience look at the can and the
colors and the logo. Make them look at the food. That is what they are looking for
and that is what we are selling. By changing the color scheme, logo, and layout, we
can make a simple and appetizing product. The audience will see what they want,
bringing more attention to Double Luck cans and increasing sales.

4 5
 Title Font Rules Body Copy
Black Chancery
Label and description centered below Rockwell
the logo 2.25 inches from the right edge.
1/16 inch above green band edge at 1 7/8 Style: Regular
Fonts & Style: Regular
Size: 8.93pt (in Logo), 11pt Leading
inches from the top. Fit in 2.25 inches, 1
1/8 inches from center on each side.
Size:
22pt (label), 23pt Leading,

Colors Ingredients should be left aligned 1/16

10pt Tracking

inch to the right of the nutrition facts. Fit in 12pt (label description,
1 ¼ inch, aligned with the barcode. ingredients), 14.4pt Leading

Align the Net weight with the right of the 14pt (net weight), 16.8pt
centered label 1/8 inch above the bottom Leading
edge. Fit in ¾ inch.

6 7
 Colors
The corn does not look Red and yellow make Using a photo of the Using white for the
appetizing in the original people think of fast food, vegetables changes the text and logo provides
packaging. The bright ketchup and mustard, or color scheme slightly, contrast and makes it
colors and logo around peppers. These are not but the green can still be legible for the audience
the picture distract the flavors the audience wants used. It will look more as they are scanning the
audience. Since they to associate with corn, monochromatic with shelves. Between this and
do not know where to green beans, or peas. green beans or peas, but placing the label near the
Green Yellow look, they do not see the Green sounds more fresh. the textured look of the center, the customer’s eye
picture and therefore will Green is associated with photo will still make it will go there after seeing
CMYK: 80% 26% CMYK: 0% 22% skip to another brand that growth and plants. Green stand out against the other the vegetable and the
100% 11% 100% 0% is better to understand can also be associated green elements. As you product and label are the
visually. with luck, four-leaf can see, the yellow of the two things you want them
RGB: 56 132 48 RGB: 255 199 0 clovers, or leprechauns corn will contrast with the to see.
much like the brand name green but this particular
Pantone: 2424C Pantone: 116C “Double Luck”. shade of green will
pull out the brightness
Hex: #388430 Hex: #ffc700 and make it look more
8 appetizing. 9
 The logo takes up most
of the can and makes it
more difficult for people
to look for what they want.
Scanning the different
cans at the store you are
more likely to look at
pictures or a label, not the
logo.
Logo Other brands put different
elements center aligned,
and the logo, label, and
picture from the top to
bottom. The label or
picture tend to be the
biggest part of the can.
See the Del Monte can.
Double Luck put from
10
top to bottom the picture,
logo, and label. The logo attention. The logo should
takes up most of the be simple and not distract
can and the label wraps from what the customer is
around so you can’t easily looking for, the vegetable.
read it. This is difficult
to understand visually
because your eye is
drawn to the logo and you
don’t know where to look.
In the other designs, it’s
easier to look at from top
to bottom and understand
what is in the can.
There is also a lot going
on in the original logo. We
have shadows and lines
separating information,
and a lot of small details
that are easily overlooked
11
or draw too much
 3/4 inch

Place the logo at

the top of the can
and have the label

3/4 inch
underneath. Keep the
logo about ¾ inch
in diameter with 1/8
Here is the new logo design. The word luck can be associated with four-leaf inch spacing around
clovers or pots of gold, the luck of the Irish. Simplifying the logo to a clover with the edges.
an Irish-looking font makes something more memberable and helps focus the
audience on the rest of the can.

12 13
1/8 inch
 Flat
Package
Design

14 15
 All you
need is a
Magazine Page little luck!
Advertisement

16 17
18 19
20