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Table of Contents
Redesign Plan

Style Guide

Logos

Label Design

Product Photos

Magazine Ad

Redesign Plan
Product name: Nutella
Target group: Young adults 18-30
Brief history: Nutella spread was first created in the 1940s by Mr. Pietro Ferrero. At the time,
there was very little chocolate because cocoa was in short supply due to World War II rationing.
Therefore Mr. Ferrero used hazelnuts to extend the chocolate supply. The original version of
Nutella spread was made in loaves and wrapped in tinfoil so it could be sliced and placed on
bread for mothers to make sandwiches for their children. But many children, as you could
imagine, would throw away the bread and only eat the Nutella! So Mr. Ferrero altered the
product into a paste that came in a jar, so it could be spread onto the bread. The name "Nutella"
came in 1964, with the origin of the word being "nut" and the "ella" giving it a soft ending.
Since European families and visitors have enjoyed Nutella as a breakfast staple on bread and
toast for more than 40 years, the Ferrero Company wanted to introduce this traditional Italian
breakfast item to the U.S. market in order to share the enjoyment of such a unique, convenient
and tasty product. Nutella was first imported from Italy to the U.S. over 25 years ago in 1983
and was initially distributed in the Northeastern part of the country. The popularity of Nutella has
grown steadily over the years and it is now available across the United States.
Big idea: Even though Nutella has been in the U.S for 25 years, it is still a fairly new commodity.
In order to create a wider known and recognizable brand the label of Nutella needs a softer feel.
The current label features old art and plain text. In the new design the brand Nutella will be in a
cursive font and will convey a soft air and delicacy about it. Nutella is about having a luxury at an
affordable price. Feeling fancy or that you are indulging in an extra special treat is the type of
message that will be sent with the new label. The new feel along, with a magazine ad will attract
a younger consumer and leave them feeling the need to indulge in a little luxury.
Doesnt everybody deserve a little luxury?

Style Guide
Colors

Red

Orange

Burnt Yellow

Yellow

CMYK: 22, 100, 99,14

RGB: 174, 30 35
Pantone: 1805 C
Hex#: af292e

CMYK: 20, 77, 100, 8

RGB: 187, 86, 38
Pantone: 471 C
Hex#: b65518

CMYK: 18, 54, 100, 3

RGB: 203, 128, 40
Pantone:7412 C
Hex#: cb8028

CMYK: 15, 31, 100, 1

RGB: 219, 173, 38
Pantone: 142 C
Hex#: dbad26

Fonts

Title Font: The Only Exception

Body Copy: Helvetica Neue - Thin

Logos

Label Design

PER 2 TBSP
SERVING

200

Spread the HAPPY.

CALORIES

4g

SAT FAT

15 mg
SODIUM

21 g

SUGARS

ead

Haz

Spr
elnut

kim
ith S

Milk

coa

& Co

INGREDIENTS: SUGAR, PALM OIL, HAZELNUTS, COCOA, SKIM MILK, REDUCED MINERALS, WHEY
(MILK) LECHITHIN AS EMULSIFIER (SOY), VANILLA: AN ARTIFICIAL FLAVOR.

EXCL, DIST. FERRERO U.S.A., INC., SOMERSET, NJ 08873

NET WT 13 0Z (37g)

DO NOT REFRIGERATE
OR MICROWAVE

MADE IN CANADA

Questions? call: 1(800) NUTELLA

www.nutellausa.com

Turn a balanced breakfast

into a tasty one. Spread
Nutella on multigrain
toast, add a glass of milk
and a serving of fruit.

Product Photos

Before
After

Magazine Ad
Hard day?
You deserve
a little luxury.

Treat yourself and pick up some Nutella today.