C h e w i n g G u m

Table Of Contents
1. Table of Contents
2. Redesign Plan
3-4. Style Guide
5. Package Design
6. Product Photos
7. Magazine Advertisement

1
Redesign Plan
Product: Extra Chewing Gum
Target: Women ages 18-34
We will be redesigning the packaging for Extra Chewing Gum. The current package
lacks individuality and does not compete well with the other brands like Stride and
5 Chewing Gums. With this new design, customers will be more willing to buy Extra
instead of other brands.
Our target group is women 18-34 years old. We want to keep costs the same and simply
upgrade the packaging. Extra has a history of being a favorful and well-known brand
but with all the new brands popping up, it has lost its edge. We are going to restore
that.
We are going to make the package design look simple, yet recognizable. Soft colors
mixed with bright colors will achieve the look that we want. This will make Extra gum
stick out when placed next to other gums at stores and it will persuade customers to
buy Extra gum instead of the other leading brands.
We are also going to focus no the good things about Extra. It is a long-lasting gum that
has great favor. It is even better than other gums in this area but most customers dont
realize that because it is not touched on in advertising. The new packaging will increase
brand loyalty, making it easier to gain and keep customers.
With this new packaging, Extra Gum will see an increase in sales and a steady climb
upwards in brand loyalty. This is our goal with the redesign.

2
Style Guide
CMYK: 11 5 7 0
RGB: 223 229 230
Pantone: 7541 C
Hex: #dfe5e6
CMYK: 50 42 42 6
RGB: 133 133 132
Pantone: 877 C
Hex: #858584
CMYK: 0 76 54 0
RGB: 254 100 100
Pantone: 178 C
Hex: #fe6464
CMYK: 0 19 100 0
RGB: 255 203 0
Pantone: 116 C
Hex: #fcb00
CMYK: 43 0 72 0
RGB: 150 223 115
Pantone: 7487 C
Hex: #96df73
CMYK: 56 21 0 0
RGB: 104 172 229
Pantone: 284 C
Hex: #68ace5
Copy Font
From Brush To Caps
Corbel
Corbel Bold
Packaging font
From Brush To Caps
Corbel
Corbel Bold
All font used for marketing purposes
should be a form of From Brush to
Caps, Corbel Regular, or Corbel Bold.
Regular should be used for body copy,
while bold can be used to emphasize.
From Brush to Caps can be used for
headings and titles. All font should be
between 8 and 12 points.
The titles on the actual packaging
should be Corbel Bold. All other body
copy should be Corbel, with Corbel
Bold being used for emphasis. These
fonts include the stylized logo. The
fonts on the packaging should be
sized according to the package size.
3
Style Guide
Logo
This logo should be used on all print. The color should never change and should
never be printed on a package that is the same color. If needed, the logos opacity
can be lowered to no less than 30 percent. The logo should be placed on the center
fap of all gum packaging, as well as in the top left hand corner of any marketing
print. It should always be at least 1/4 away from sides. The logo should be sized
according to its surroundings. It should never be too small to read.
4
Package Design
5
Product Photos
6
Magazine Advertisement
7