and Case StudyBrian Westover | Advanced Visual Media | Project #2

Package Redesign

Tabl

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Con

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Overview

Text Styles & Color Scheme

Logo Standards

Redesigned Package Layout and Photo

Advertisement

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Product: Wrigley’s Doublemint GumTarget Group: Men and Women, ages 18 - 35

History:Doublemint gum was introduced in 1914, alongside Wrigley’s Spearmint gum and Juicy Fruit.Today, Wrigley’s also manufactures and sells Big Red, Juicy Fruit, Wrigley’s Spearmint, Winterfresh, 5, Eclipse/Eclipse Ice, Extra, Freedent, Orbit, Altoids, and Big League Chew.

Historically, the Doublemint logo has always included the Doublemint “Double Spear”, which was derived from the Spearmint “single spear” logo (A play on Spear-mint). The logo has also often made use of a pair (or double) of mint leaves or mint plants. Ad campaigns featuring the “Doublemint Twins” have been used since 1956 through to today.

The color scheme has, for several decades, consisted of a Light green background, with the main logo in White, Dark Green, and Green. The Wrigley’s brand name has often been printed in bright red, to contrast against the green.

Packaging often includes the price – 25 cents (or more recently 35 cents) for a 5 stick package.Newer packaging includes a flip top box with 15 pieces. This new packaging was likely instituted to be more competi-tive against the box packaging of other luxury gum brands, such as Orbit, Dentyne, and Stride.

Redesign Plan:While Wrigley’s “bargain gum” approach has worked well in the past, newer competitors, such as Stride, Orbit, and Den-tyne, have utilized advertising and package design to position themselves as luxury products, and thus charge higher prices. Because these products differ little in actual materials, this allows for a much higher profit margin. As such, it would be beneficial to reposition Wrigley’s Doublemint Gum as a similar “luxury gum”.

The new logo, to convey a different look and feel, draws upon inspiration from Celtic Knots and Islamic calligraphy and geometric art. The logo uses two intertwining stripes of Dark Green and Green to form the familiar Doublemint Logo in a new and visually captivating way.

The new logo will retain the iconic double spear symbol, as well as the twin mint leaves. The logo colors of dark green and green will both be used, as well the red Wrigley’s. The background light green color may be dropped, in favor of a predominantly black or white background with light green accents.

In keeping with the new look and feel of the logo, packaging will no longer use price or bargain package alerts as a sales method.

Overview

BlackRGB: 0, 0, 0CMYK: 75, 68, 67, 90Hex: 000000Pantone: 426 C

WhitePeppermint Mist

Spearmint GreenDoublemint Green

Wrigley Red

RGB: 255, 255, 255CMYK: 0, 0, 0, 0Hex: ffffffPantone: 7541 C

RGB: 204, 255, 204CMYK: 18, 0, 28, 0Hex: ccffccPantone: 351 C

RGB: 0, 255, 0CMYK: 63, 0, 100, 0Hex: 00ff00Pantone: 802 C

RGB: 0, 153, 51CMYK: 86, 18, 100, 4Hex: 009245Pantone: 356 C

RGB: 255, 0, 0CMYK: 0, 99, 100, 0Hex: ff0000Pantone: 172 C

Text StylesLogo 1 - Arial Black

Logo 2 - JiveTalk, RegularSlogan - Century Gothic, Regular

Label Copy - Myriad Pro, Regular

Color Scheme

Old Logo

New Logo Color

Greyscale

The previous logo featured the Doublemint dual-ended spear design, as well as the red Wrigley’s, the stylized “DoubleMint” text, and the classic two tone green color scheme. Many of these elements are preserved in the new design.

The new logo retains several elements from the previ-ous iteration, including the two tone color scheme, the red Wrigley’s brand name, and a form of the DoubleMint dual-ended spear.

This color version is to be used on all packaging and pro-motional materials, with the greyscale version to be used only in circumstances where color printing is not avail-able.

The greyscale form of the new logo is to be used only when color is not available.

Standards1. The full color logo is used whenever color is available. If circumstances call for the grayscale option, use the pro-vided greyscale version.

New Logo Color and Greyscale

Old Logo

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The new package design keeps the dimensions and basic layout of the current package, but with a new logo and updated color scheme.

Redesigned Package

The old packaging featured a bright green background, with the old logo prominently displayed.

Redesigned Package

The new package design follows a similar form factor, but features an updated look with a new background and logo.

OriginalPackage

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Double your fl avor, and double your fun, with the new look of Wrigley’s Doublemint Gum.

double down