p2 - product redesign book pages 1-3

7/27/2019 P2 - Product Redesign Book Pages 1-3

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Product Name:

Target group:

Brief history:

The Big Idea:

Naked Juice

The target audience will consist of those who are health-conscious of what they are eating/drinking, but wantsomething fun and bright. The new packaging would catch theeye of those between the general ages of 18-30.

Jimmy Rosenberg, a man who wanted to produce a naturalfruit juice drink in Santa Monica, California, founded NakedJuice in 1983. Production and distribution stayed in Californiauntil 2000, when the brand was moved to Greenwich,

Connecticut after North Castle Partners bought the product. Itsmain competitor is Odwalla, and through several re-brandingperiods, Naked Juice has been able to stay ahead in sales. After2007, PepsiCo has owned Naked Juice and continues conductbusiness from its California locations. Though there have beena few lawsuits filed against the company, the newest redesign(the one I plan to make) will help to put forth true informationin short, concise bullets.

Naked Juice will be redesigned to have a more modern,minimalistic look. The current packaging for Naked Juice isvibrant and colorful like I would like it to be, but I will changethe fonts and the amount of information posted on the label.

I will also have less fruit, and instead, the main fruit willbe focused on the front. There will be the ingredients andnutrition facts on the back and perhaps a fun, healthy fact onthe back encouraging the consumers to pursue a well-roundedlifestyle.

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Orange you glad

RGB: 234, 140, 35

CYMK: 5, 53, 100, 0

Hex Code: #EA8C23

Pantone: 715C

bland beige

RGB: 237, 226, 194

CYMK: 7, 8, 25, 0

Hex Code: #ede2c2

Pantone: 7506c

blackberries

RGB: 0, 0, 0

CYMK: 75, 68, 67, 90

Hex Code: #000000

Pantone: black 6c

Orange Creame

RGB: 253, 191, 110

CYMK: 0, 28, 65, 0

Hex Code: #fdbf6e

Pantone: 1355c

whipped topping

RGB: 255, 255, 255

CYMK: 0, 0, 0, 0

Hex Code: #ffffff

Pantone: 663c

red raspberry

RGB: 220, 77, 38

CYMK: 8, 85, 100, 1

Hex Code: #dc4d26

Pantone: 173c

fresh skies

RGB: 225, 244, 253

CYMK: 10, 0, 0, 0

Hex Code: #e1f4fd

Pantone: 656c

lemonhead

RGB: 251, 212, 5

CYMK: 2, 14, 100, 0

Hex Code: #fbd405

Pantone: 115c

true blueberry

RGB: 22, 44, 82

CYMK: 100, 87, 38, 36

Hex Code: #152c52

Pantone: 2767c

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mathlete skinny

mathelete bulky

The logo copy will be 18 pts. this fontwill also be used as a decorative font

for bulleted items and fun facts on back.

Artifka Medium

Body copy will be 12 pts. and smaller

nutrition acts and ingredients will beposted in 8 pts. though sizes will change aspackaging requires it to keep consistency.


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Logos:The color logo will be used in all of the packagingand any possible print and digital advertising thatwill follow the campaign. The black and whitelogo will only be used when a gray-scale imageis required as the impact of the brand will be feltwhen the colors are used. As the bottles will keepthe same dimensions, the colored logo should be

placed in within the first three and four inches ofthe label and one inch down from the top of thelabel. (Please see following packaging designs inthe book for further detail.)

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