colgate redesign
DESCRIPTION
Here is a pitch book I created for Colgate's Sparkling White toothpaste redesign. It entails various aspects of the redesign such as the overall plan, color scheme, fonts, photography, an advertisement, and more.TRANSCRIPT
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COLGATE Fluoride Toothpaste
CRISTEL CARLINI
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TABLE OF CONTENTS
1 Redesign Plan2 Fonts/Logo3 Colors4 Package Design5 Photography8 Advertisement
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rEDESIGN PLAN
Product
Target
History
Big Idea
Colgate Sparkling White Toothpaste
Adults (ages 18 and up). Adults are the ones who primarily go out and purchase toothpaste for themselves or for their families.
Colgate has been creating healthier teeth and whiter smiles since the 1800s. It was the first toothpaste in a tube and was founded by a man named William Colgate.
My plan to create even better sales and visual appeal for Colgate toothpaste is to create a new look with a more appealing color scheme and font. I designed it to match the idea of toothpaste and give it a more modern feel. 1
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Stainy
KG SKINNy LATTE
FONTS/LOGO
COLGATE I redesigned the logo to replace the original red color and font style. This design is simple, modern, and fresh looking due to the mint green color and more modern font style choice.
This font is used whenever the word Colgate is used and any other main headings on the product. It can be used anywhere between font size 11 and 55.
This font is used whenever needing a contrast between the KG Skinny Latte font. It is used for the words Sparkling and Mint Zing Gel on the package. It can be used anywhere between font size 5 and 28.
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COLORS
MINT SKy ORANGEWHITE
I created this color scheme to better match one of Colgates logos, Pure. Fresh. Clean. The colors blue, mint green, and a pop of orange create a pure, fresh, and clean look that is more mentally associated with toothpaste than the color red.
CMYK: 63,0,16,0RGB: 69,195,213PANTONE: 3105 CHEX: #45c3d5
CMYK: 34,0,29,0RGB: 169,217,194PANTONE: 565 C HEX: #a8d9c2
CMYK: 0,0,0,0RGB: 255,255,255PANTONE: 663 CHEX: #ffffff
CMYK: 1,46,84,0RGB: 1,46,84,0PANTONE: 7413 CHEX: #f59a41
Color Palette
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PACKAGE DESIGN
sparklingWHITE
Mint Zing Gel
COLGATENET WT 6.4 OZ
FLUORIDE TOOTHPASTE
sparklingWHITE
Mint Zing Gel
COLGATENET WT 6.4 OZ
WHITENS & PROTECTS
PURE. FRESH. CLEAN. sparklingWHITE COLGATE
FLUORIDE TOOTHPASTE
COLG
ATE
FOR HEALTHy TEETH-BRUSH TEETH TWICE A DAy-FLOSS TEETH DAILy-VISIT DENTIST REGULARLy
DRUG FACTSACTIVE INGREDIENT SODIUM MONOFLUOROPHOSPHATE 0.76% (0.14% W/V FLUORIDE ION) - ANTICAVITy
USE HELPS PROTECT AGAINST CAVITIES & ENABLES WHITER TEETH WARNINGS KEEP OUT OF REACH OF CHILDREN UNDER 6 yEARS OF AGE.
DIRECTIONS
INACTIVE INGREDIENTS
QUESTIONS 1-800-468-6502
GLyCERIN, HyDRATED SILICA, WATER, SODIUM BICARBONATE, PEG-12, SODIUM LAURyL SULFATE, FLAVOR, SODIUM HyDROXIDE
ADULTS AND CHILDREN 2 yEARS OF AGE AND OLDER - BRUSH TEETH THOROUGHLy AT LEAST TWICE A DAy
CHILDREN 2 TO 6 yEARS - USE ONLy A PEA SIZED AMOUNT AND SUPERVISE CHILDS BRUSHING AND RINSING
CHILDREN UNDER 2 yEARS - ASK A DENTIST OR PHySICIAN
COLGATEPURE. FRESH. CLEAN.
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PHOTOGRAPHy
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PHOTOGRAPHy CONTINUED
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ADVERTISEMENT
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I created this advertisement to fit on a billboard and potentially in a magazine as well. It was specifically designed for the Colgate Sparkling White toothpaste. Due to this toothpastes focus, I wanted to focus in on the white teeth and smile. To help viewers know this ad is for toothpaste I made sure to include a toothbrush that even matches the color palette I created. The call to action is if you want to Smile Whiter call 1-800-TOOTHPASTE.
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CREATED By