REDESIGN PLAN

PRODUCT NAME: Splenda No-Calorie Sweetener TARGET AUDIENCE: Consumers of all ages looking to make healthier diet choices. BRIEF HISTORY: The story is told that sucralose was a happy accident. A researcher at a British university mistook his instruction to test a new sugar compound, and an order to taste it. They found that the new concoction tasted sweet! An added bonus; it was calorie free. A small group of folks realized this could become a product that could transform the health and lifestyles of many people. They did some additional research to make sure that there was no catch, and that this product was safe for anyone. The product was FDA approved in 1998 and Splenda could then be found on grocery store shelves. The branding and packaging for Splenda has been more or less the same since its conception. The yellow and blue color scheme as well as the whimsical, script logo definitely gives the product a sweet look. However, there isnt much about the packaging that communicates healthy. Theres also nothing about it that helps it stand out among its grocery store shelf-mates. BIG IDEA: The goal of Splenda is to promote healthier lifestyle choices by offering a sugar substitute. I want to really emphasize that fact. I want consumers to recognize and associate the brand name with health and wellness. I want to go in a very new and different direction with Splendas new packaging design. Something less generic, so that it stands apart from the standard sugar and sweetening products. My plan is to package the sweetener in a sturdy fabric with a subtle, geometric pattern printed on the exterior. I want to stick with the original color scheme of yellow and blue. The package will be sealed shut with stitching across the top, and also a drawstring for re-sealing after the package is opened.This design will communicate a homemade aesthetic that people associate with naturally derived ingredients and optimum quality. Both of which are true about Splendas product. I am confident that this redesign will create a more accurate identity for Splenda and its objectives. This will also increase sales by appealing to consumers who are already seeking healthy sugar alternatives, as well as by capturing the attention of those consumers who may not be familiar with Splenda.

STYLE GUIDE
CMYK: 7 0 99 0 RGB: 246 235 0 PANTONE: 395C HEX: f6eb00

PACKAGING
Alex Brush
Arial Rounded MT
Alex Brush should be used

CMYK: 60 4 3 0 RGB: 66 177 224 PANTONE: 2985C HEX: 42b1e0

for the product logo only. Size will vary based on application. Arial Rounded MT will also be used on the logo only for no-calorie sweetener. This part of the logo can be omitted when necessary. Adobe Caslon will be used for all other supporting text and should

CMYK: 0 0 0 0 RGB: 225 225 225 PANTONE: 663C HEX: ffffff

MARKETING
- SMALL CAPS AVENIR HEAVY - SMALL CAPS
AVENIR ROMAN

baskerville CMYK: 58 49 46 15 RGB: 90 91 94 PANTONE: 424C HEX: 5a5b5e

Titles will use AVENIR ROMAN small caps, and AVENIR HEAVY small caps for emphasis. Size will be no smaller than 14 pt. Body copy will be set in Baskerville with a point size from 9-11.

LOGOS

Splenda Splenda
no calorie sweetener no calorie sweetener
The logo can be used at a variety of sizes, whatever is appropriate for the application. The smallest it should get is 20 pt. font. There should be a 1/3 inch of space around the logo, the top of the logo being the cap of the S and the bottom being the descender of the p.

PACKAGE DESIGN

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