product redesign - crescent mapleine

8/12/2019 Product Redesign - Crescent Mapleine

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Product Redesign: Crescent Mapleine

MATT SPENCER

UX DESIGNER


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Product Redesign: Crescent Mapleine

Table of Contents

REDESIGN PLAN

FONTS & COLORS

LOGO

PACKAGE DESIGN

BEFORE & AFTER

PRODUCT PHOTOGRAPHY

WEB BANNER AD

01

02

03

04

05

07

08


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Product Redesign: Crescent Mapleine Product Redesign: Crescent Mapleine

PRODUCT NAME:Crescent Mapleine.

TARGET GROUP:The target group for this product will be to keep the loyalcustomers that have continued to keep the product and its name alive while tryingto catch the attention of new shoppers in the low budget range who are currentlybuying other brands.

BRIEF HISTORY:Mapleine was the rst imitation maple avoring used as an less

expensive alternative to maple sap. The Mapleine formula was founded in 1905by a chemist working for Crescent Foods Inc, a spice and seasoning rm based

in Seattle, WA. Mapleine became the most popular product for Crescent Foodsand dramatically expanded their company. In 1989 the company was sold toMcCormick & Company Inc. McCormick still offers the product under its originalname Crescent Mapleine.

THE BIG IDEA:Increase sales by capturing the original old-fashioned feel in anew fashion way that is appealing to new customers while maintaining productrecognition and the current loyal customers.

After McCormick bought this product and its company it appears that they are onlyoffering the product in the Northwestern United States and Canada. Presumablythese areas are where the product has been most popular in the past. To keepthese same customers and appeal to new customers, the new product designwill need convey that this is the same old product that has been around for yearswithout looking as tacky and old as it does now. The current box looks so old that itdetracts new customers from wanting to try it out.

McCormick also sells a similar product with a modern and attractive design. Like allMcCormick products their box appeals to customers looking for quality and brandname who are willing to spend more. The Crescent brand seems to appeal to thosewho want to save money and those who use the product because they were raisedon it. Since McCormick owns both brands they are perfectly setup to control bothsides of the market. The new Mapleine box should continue to convey the messagethat money can be saved on this old brand that can be trusted.

TITLE FONT 1:

Bold | 24pt | Tan, Light Tan or some opacity less then 15%

TITLE FONT 2:

Ultra Ligth | 24pt | Tan, Light Tan or an opacity less then 15%

SUBTITLE FONT:

Condensed Bold | 11pt | All Caps | Tracking: 25 | Off Black

BODY COPY FONT:

Light | 9pt | Faded Black

Rockwell

Helvetica Neue

Helvetica Neue

Helvetica Neue

38 35 44 2164 154 1400961 C#A49A8C

CMYKRGB

PANTONEHEX

44 41 50 6146 136 123403 C#92887B

86 38 32 415 125 1497468 C#0F7D95

69 62 61 5456 56 56447 C#383838

LIGHTCARD DARKCARD CRESBLUE FADEBLACK

FontsRedesign Plan

Colors


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COLOR

Whenever possible the color logoshould be used. The colors shouldalways remain blue with white lettersto keep the same color and logo rec-ognition that Crescent has built.

FADEBLACKThis color is to be used whenever thelogo is printed over a plain cardboardsurface.

BLACK

If black is the only option then it thenthis logo without a background canbe used.

SPACING

The logo must remain 10 pixels awayfrom any other element. When theblue background is used the same 10

pixel area will apply.

Logo Package Design


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Before & After

FRONT BEFORE BACK BEFOREFRONT AFTER BACK AFTER


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Product Photography Web Banner Ad

FRAME 1:Starts blank white, text fades in and questionmark bounces down from top.

FRAME 2:

Text fades to new text and product bounces down from top pushingquestionmark off frame.

FRAME 2:

Text fades to new text and button, cutout boarder appears.


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MATT SPENCER

UX DESIGNER

product redesign - crescent mapleine

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