COLGATE Fluoride Toothpaste

CRISTEL CARLINI

TABLE OF CONTENTS

1 Redesign Plan2 Fonts/Logo3 Colors4 Package Design5 Photography8 Advertisement

rEDESIGN PLAN

Product

Target

History

Big Idea

Colgate Sparkling White Toothpaste

Adults (ages 18 and up). Adults are the ones who primarily go out and purchase toothpaste for themselves or for their families.

Colgate has been creating healthier teeth and whiter smiles since the 1800s. It was the first toothpaste in a tube and was founded by a man named William Colgate.

My plan to create even better sales and visual appeal for Colgate toothpaste is to create a new look with a more appealing color scheme and font. I designed it to match the idea of toothpaste and give it a more modern feel. 1

Stainy

KG SKINNy LATTE

FONTS/LOGO

COLGATE I redesigned the logo to replace the original red color and font style. This design is simple, modern, and fresh looking due to the mint green color and more modern font style choice.

This font is used whenever the word Colgate is used and any other main headings on the product. It can be used anywhere between font size 11 and 55.

This font is used whenever needing a contrast between the KG Skinny Latte font. It is used for the words Sparkling and Mint Zing Gel on the package. It can be used anywhere between font size 5 and 28.

2

COLORS

MINT SKy ORANGEWHITE

I created this color scheme to better match one of Colgates logos, Pure. Fresh. Clean. The colors blue, mint green, and a pop of orange create a pure, fresh, and clean look that is more mentally associated with toothpaste than the color red.

CMYK: 63,0,16,0RGB: 69,195,213PANTONE: 3105 CHEX: #45c3d5

CMYK: 34,0,29,0RGB: 169,217,194PANTONE: 565 C HEX: #a8d9c2

CMYK: 0,0,0,0RGB: 255,255,255PANTONE: 663 CHEX: #ffffff

CMYK: 1,46,84,0RGB: 1,46,84,0PANTONE: 7413 CHEX: #f59a41

Color Palette

3

PACKAGE DESIGN

sparklingWHITE

Mint Zing Gel

COLGATENET WT 6.4 OZ

FLUORIDE TOOTHPASTE

sparklingWHITE

Mint Zing Gel

COLGATENET WT 6.4 OZ

WHITENS & PROTECTS

PURE. FRESH. CLEAN. sparklingWHITE COLGATE

FLUORIDE TOOTHPASTE

COLG

ATE

FOR HEALTHy TEETH-BRUSH TEETH TWICE A DAy-FLOSS TEETH DAILy-VISIT DENTIST REGULARLy

DRUG FACTSACTIVE INGREDIENT SODIUM MONOFLUOROPHOSPHATE 0.76% (0.14% W/V FLUORIDE ION) - ANTICAVITy

USE HELPS PROTECT AGAINST CAVITIES & ENABLES WHITER TEETH WARNINGS KEEP OUT OF REACH OF CHILDREN UNDER 6 yEARS OF AGE.

DIRECTIONS

INACTIVE INGREDIENTS

QUESTIONS 1-800-468-6502

GLyCERIN, HyDRATED SILICA, WATER, SODIUM BICARBONATE, PEG-12, SODIUM LAURyL SULFATE, FLAVOR, SODIUM HyDROXIDE

ADULTS AND CHILDREN 2 yEARS OF AGE AND OLDER - BRUSH TEETH THOROUGHLy AT LEAST TWICE A DAy

CHILDREN 2 TO 6 yEARS - USE ONLy A PEA SIZED AMOUNT AND SUPERVISE CHILDS BRUSHING AND RINSING

CHILDREN UNDER 2 yEARS - ASK A DENTIST OR PHySICIAN

COLGATEPURE. FRESH. CLEAN.

4

PHOTOGRAPHy

5

PHOTOGRAPHy CONTINUED

6

7

ADVERTISEMENT

8

I created this advertisement to fit on a billboard and potentially in a magazine as well. It was specifically designed for the Colgate Sparkling White toothpaste. Due to this toothpastes focus, I wanted to focus in on the white teeth and smile. To help viewers know this ad is for toothpaste I made sure to include a toothbrush that even matches the color palette I created. The call to action is if you want to Smile Whiter call 1-800-TOOTHPASTE.

9

CREATED By