CONTENTS

Redesign Plan ..... 4 Color Palette ..... 6 Font Choices ..... 7 Logo Specifics ..... 8 Package Redesign ..... 9 Package Mock-up ..... 10 Advertisment ..... 11
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BAND-AID
Band-Aid is a trusted brand owned by an even bigger company, Johnson & Johnson. Although Band-Aid has been a consumer favorite for decades, their box design and logo are outdated and aesthetically displeasing, especially compared to all of the sleek, modernized redesigns many hygienic companies have undertaken recently, such as Old Spice and Crest. By updating the box, discarding the outdated logo, and creating a sleeker, more minimalist box, Band-Aid will have a more professional, cooler, updated look, reeling in a new generation of consumers.

TARGET MARKET
Band-Aids mission, from its very roots, has been to provide a product that is a source of healing, comfort and protection for loved ones. The product redesign will be directed at individuals who want an easy solution for lifes bumps and bruises, even despite their busy schedules. The target market is mostly adults, however young to however old, and their accident-prone loved ones who are looking for a discrete solution for injuries even while far away from home.

BRIEF HISTORY

Back in 1920, newlyweds Josephine and Earle Dickson lived in New Brunswick, New Jersey, where Earle made his living as a cotton buyer for Johnson & Johnson and Josephine ran things around the house. Though Josephine loved married life, housekeeping was not exactly her forte, but she tried her best. Every night she managed to get dinner on the table, but not without several cuts and burns on her fingers. Without an adhesive bandage, she was stuck taping cotton balls on all of her bumps and bruises; not the most secure solution for a young mother and housewife. Using his accident-prone wife as inspiration, Earle placed squares of cotton gauze along an adhesive strip and covered them with crinoline, inventing the very first read-made bandages. Now, all Josephine had to do was cut off a length of strip and wrap it over her cut. Earle pitched his miracle wife-healing bandages to Johnson & Johnson and soon, the first adhesive bandages were being produced and sold throughout the nation.

BIG IDEA
My ultimate goal is to revamp the classic Band-Aid design by simplifying the box and modernizing the logo so that it will appeal to a whole new generation of consumers. The new box will be an on-the-go box; much smaller and more organized that you can simply slip in your pocket and go. This is perfect for the busy mom, college students, or even a small first aid kit tucked discretly in a purse, backpack, or desk cabinet. By creating an easy, small box with a tuckable lid, Band-Aid will cater to a variety of customers that need to cover a wound or treat those small injuries, like a papercut, without having to run home and grab a Baid-Aid, theyll already have them! This new design with sleeker graphics and an easy on-the-go box will Band-Aid a more modern edge and make Band-Aid look much more professional, clean, and sophisticated. The new approach will solidify Band-Aid as a high-quality product and appeal to a wider range of consumers, increasing sales and bringing in a new generation of people who trust Band-Aid while keeping those who have trusted them for years. 5

STYLE GUIDE: COLOR

All American Blue CMYK: 100/18/0/60 RGB: 0/78/116 Pantone: P114-16C Hex: #004e75 Bandage Tan CMYK: 5/6/30/4 RGB: 231/221/180 Pantone: 4545CP Hex: #e7ddb4

Emergency Red CMYK: 0/96/93/2 RGB: 232/44/42 Pantone: 1795CP Hex: #e72ec

Scabby Black CMYK: 0/0/0/100 RGB: 35/31/32 Pantone: P Process Black C Hex: #231f20

STYLE GUIDE: FONT

Headings Font: FETTE ENGCHRIFT ALL CAPS Weight: Regular Size: 48pt Leading: 56.2pt

ABCDEFGHIJKLMNOPQR STUVWXYZ0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Text Font: Neuton Weight: Regular Size: 12pt Leading: 12pt

LOGO
color version grayscale version

LOGO SIZING & SPACE

minimum size (1in) The logo must keep a .125 clear space at all times recommended size (1.25in) maximum size (2in)

PACKAGE REDESIGN

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adhesive bandages

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BEFORE AFTER

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MAGAZINE AD

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