Squiggles: Product RedesignBy: Aubrey Taylor

A Look InsidePlan..........................................

History ...........................

Improvement of Sales..

Target............................

Big Idea.........................

Style Guide..............................

Color Scheme...............

Fonts...............................

Logo...............................

Design......................................

Advertisement.........................

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4HistoryHistory

Trolli is owned by the Ferrara Candy Company which is headquartered in Oakbrook Terrace, Illinois. Ferrara first started selling candy in 1908. Starting as a family-owned business, its products are now found worldwide as the company continues to grow. The company focuses on creativity and innovation with all of the products it sells. Some of the brands by the Ferrara Candy Company include, Brachs, Black Forest, Now & Later, Lemonhead, and Trolli.

Trollis catchphrase is weirdly awesome. They are focused on being strange and creative with several products for the brand. If you look at their website (weirdlyawesome.com) you will see gummy creatures and weirdly awesome images throughout, including several posts from their fans.

Target

The target will be towards young mothers who are influenced in what they purchase by their children. The look of the candy will appeal to children, but focus on mothers who will do the actual purchasing. To do this, the packaging will be kid-friendly and simple in design.

Improvement of Sales

Trolli can make an improvement on their sales by having the packaging of their gummy worms stand out above competitors. Every gummy worm packaging is the same a plastic bag hanging next to all the other gummy candies.

The new packaging concept will allow Trolli to stand out above the rest with a fun spin on gummy worm packaging. This will make people turn their heads seeing something different than what they are used to and give a few extra seconds to the product, which can result in more purchases.

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Improvement of Sales/Target

Big IdeaTrollis catch phrase is Weirdly Awesome, but there isnt much that has to do with that in their packaging. I want to create a design that reflects that idea of being Weirdly Awesome while appealing to moms as well as the children who eat the candy.

With this in mind, I have created a plan to make a fun and interactive design that is fun enough to appeal to moms as well as their kids who are the influencers to purchase the candy.

With this plan, sales will increase and the Trolli brand will be able to stand out above other brands by having a unique and fresh look.

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I chose these colors based on the colors on the Trolli products themselves. The colors came from the image on the Ferrara website for Trolli. Each of these colors is in one of the gummy worms. The pink is from the logo itself.The colors in the Trolli candy are very bright and fun. I wanted to reflect that in the packaging as well. By using the colors from the actual candy, the packaging will blend with the candy and have a cohesive feel.

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Color Scheme

Trolli Worm Blue - RGB: 97, 148, 206; CMYK: 62, 33, 0, 0; Pantone: 645 C ; Hex: 6194CE

Trolli Worm Pink - RGB: 236, 41, 123,; CMYK: 1, 95, 20, 0; Pantone: 213 C; Hex: EC297B

Trolli Worm Green - RGB: 119, 207, 7; CMYK: 56, 0, 100, 0; Pantone: 376 C; Hex: 77CF07

Trolli Worm Red - RGB: 228, 1, 20; CMYK: 4, 100, 100, 0; Pantone: 1797 C; Hex: E40114

Trolli Worm Yellow - RGB: 241, 202, 3; CMYK: 7, 17, 100, 0; Pantone: 110 C; Hex: F1CA03

FontsThe design of Trolli Squiggles is very simple. There will only be one other font besides the Trolli font of the logo because of this:

Candela Bold:Catchphrase Weirdly Awesome! - Size / Angle: Must reach from the start of the T in Trolli and reach to the end of the letter o. The angle must also match that of the logo.

Other text using Candela Bold: Keep the font size no larger than the catchphrase. This way it does not compete with the brand name.

Font:

This font can only be used for the Trolli logo. No other use of the font is permitted.

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9LogoThe angle of the Trolli logo follows the angle of the T. Spacing of letter groupings is shown with the black and white logo. The color of the background must show between each letter as well. There should space the size of the dot of the i all around the logo, unless using the catchphrase Weirdly awesome. In that case, use the registered trademark R as a guide to the spacing as shown below:

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Before:

The New Design:

115 1 2 4 8 1 0 5 6 7 8

Wrap-around label

Lid label

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After:

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AdvertisementKeeping the target of young mothers in mind, I came up with an advertisement on semi-trucks. The reason I chose to advertise on a semi-truck was because young mothers are likely to go out of their homes for several reasons. Some reasons might be to take their children to day-care or soccer, go grocery shopping, or have a night out with their friends.

There are always semi-trucks going down the roads, so having ads on those trucks to promote Trolli is a great way to get word out about the brand to the target. Having the words A Fat-Free snack for the kids! will draw in the target more specifically. The back of the truck has a call to action by providing the weirdlyawesome.com website to those driving near the truck.

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