Plan

PRODUCT NAME: Crescent Mapleine.

Style Guide
TITLE FONT:

Redesign Plan

Fonts

TARGET GROUP: The target group for this product will be to keep the loyal

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

Rockwell

customers that have continued to keep the product and its name alive while trying to catch the attention of new shoppers in the low budget range who are currently buying other brands.

TITLE FONT 2:

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

Helvetica Neue
Helvetica Neue

BRIEF HISTORY: Mapleine was the first imitation maple flavoring used as an less expensive alternative to maple sap. The Mapleine formula was founded in 1905 by a chemist working for Crescent Foods Inc, a spice and seasoning firm based in Seattle, WA. Mapleine became the most popular product for Crescent Foods and dramatically expanded their company. In 1989 the company was sold to McCormick & Company Inc. McCormick still offers the product under its original name Crescent Mapleine. THE BIG IDEA: Increase sales by capturing the original old-fashioned feel in a
new fashion way that is appealing to new customers while maintaining product recognition and the current loyal customers. After McCormick bought this product and its company it appears that they are only offering the product in the Northwestern United States and Canada. Presumably these areas are where the product has been most popular in the past. To keep these same customers and appeal to new customers, the new product design will need convey that this is the same old product that has been around for years without looking as tacky and old as it does now. The current box looks so old that it detracts new customers from wanting to try it out. McCormick also sells a similar product with a modern and attractive design. Like all McCormick products their box appeals to customers looking for quality and brand name who are willing to spend more. The Crescent brand seems to appeal to those who want to save money and those who use the product because they were raised on it. Since McCormick owns both brands they are perfectly setup to control both sides of the market. The new Mapleine box therefore shouldnt compete with the high-end design and appeal of the current McCormick box. It should continue to convey the message that money can be saved on this old brand that can be trusted.

SUBTITLE FONT:

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

BODY COPY FONT:

Helvetica Neue

Light | 9pt | Faded Black

Colors

LIGHTCARD
38 35 44 2 164 154 140 0961 C #A49A8C

DARKCARD
44 41 50 6 146 136 123 403 C #92887B

CRESBLUE
89 45 29 5 0 115 147 7468 C # 007393

FADEBLACK
69 62 61 54 56 56 56 447 C # 383838

BLOWNOUT
0000 255 255 255 Cool Gray 1C #FFFFFF

Product Redesign: Crescent Mapleine

Product Redesign: Crescent Mapleine

Logo

COLOR

Whenever possible the color logo should be used. The colors should always remain blue with white letters to keep the same color and logo recognition that Crescent has built.

FADEBLACK

This color is to be used whenever the logo is printed over a plain cardboard surface.

BLACK

If black is the only option then it then this logo without a background can be used.

SPACING

The logo must remain 14 pixels away from any other element. When the blue background is used the same 14 pixel area will apply.

Product Redesign: Crescent Mapleine

Product Redesign: Crescent Mapleine