Product Redesign - Crescent Mapleine
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Transcript of Product Redesign - Crescent Mapleine
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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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Product Redesign: Crescent Mapleine Product Redesign: Crescent Mapleine
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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Product Redesign: Crescent Mapleine Product Redesign: Crescent Mapleine
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