Product Redesign By Devin Graves

The PlanHistoryNutella is marketed in over 75 countries across the globe, and outsells all brands of peanut butter combined worldwide. It began in the 1940s and became popular be-cause it was 6 times less expensive than chocolate. Their website appears to have a family based target audience, but the packaging doesn’t exemplify this. It appears outdated and plain. It doesn’t give the appeal that the product has to offer.

Target AudienceI would also like to make it seem more modern and trendy so that it appeals to a younger audience. College students in particular. It is a product that is a little bit pricey for college students, but I feel that if the advertising and product design was targeted toward this age group, then sales could increase. I don’t want the changes to be so drastic however, that it scares away current customers.

Big IdeaOne of the things I want to do to the package, is create the idea of “tasty unique creamy chocolaty taste. Mixed in that taste is a roasted nut flavor that will delight your taste buds as you enjoy each mouthful.” I think that by creating a more appealing label that sells the taste of the product, it would appeal to more than the faithful clientele. I feel that the logo is fine, but there isn’t a lot to it. I enjoy the simplicity, but I think it could be a bit more modern. So I may go bold and redesign the logo. I think putting a picture of the product (rather than the cheesy cartoon on it now) will assist in advertis-ing as well. I’ve been looking at other spreads (mainly peanut butter) for many of my ideas.

Logo

Black & White LogoThe black & white logo should be avoided, but in instances where it is necessary, it should be placed on a white background, and follow the siz-ing mentioned under Color Logo.

Color LogoThe logo is to be place on a contrasted, preferably white background. The logo should always be large enough so that nutella is easily read on store shelf.

Packaging PlacementNutella should always be placed on both front and back of the product, although it is unnecessary for the logo to appear large on the back. Placed in the lower right hand corner discreetly is preferred. In advertising as well, the logo should appear twice. Once in the main body of text, and a second time in the subscript.

Package Design

Visit us online at www.NutellaUSA.com

INGREDIENTS: SUGAR, MODIFIED PALM OIL, HAZELNUTS, COCOA, SKIM MILK, REDUCED MINERALS WHEY (FROM MILK), SOY LECTHIN: AN EMULSIFIER, VANILLIN: AN ARTIFICIAL FLAVOR

NET WT 13 OZ(371g)Questions? Call:1-800-NUTELLADo not refrigerate or microwave

Nutella (nü\’tel\ A tasty unique creamy chocolaty hazelnut that will delight your taste budsas you enjoy each mouthful.

Hazelnut Spread with Skim Milk & Cocoa

Made with over 50Hazelnuts per jarContains no arti¡cial colorsContains no arti¡cial preservatives

Nutrition Facts

%DV*

17%18%

0%1%

%DV*

4%3%

Amount/Serving

Total Fat 11g Sat. Fat 3.5 g Trans Fat 0gCholest. 0mgSodium 15mg

Serving Size 2 tbsp. (37g)Servings about 10Calories 200 Fat Cal. 100

*Percent Daily Values are based on a 2,000 calorie diet.

Amount/Serving

Total Carb. 22g Fiber 1g Sugars 21gProtein 3g

Vitamin A 0% Vitamin C 0% Calcium 4% Iron 2% Vitamin E 10%• • • •

Start your day with spread!

Add some taste to your breakfast and spread Nutella® on whole wheat multigrain, bakery breads, bagels, english mu¤ns, wa¥es, toast, croissants or crepes.

(a

Excl. Dist. Ferrero U.S.S. INC.Somerset, NJ 08873

Visit us online at www.NutellaUSA.com

INGREDIENTS: SUGAR, MODIFIED PALM OIL, HAZELNUTS, COCOA, SKIM MILK, REDUCED MINERALS WHEY (FROM MILK), SOY LECTHIN: AN EMULSIFIER, VANILLIN: AN ARTIFICIAL FLAVOR

NET WT 13 OZ(371g)Questions? Call:1-800-NUTELLADo not refrigerate or microwave

Nutella (nü\’tel\ A tasty unique creamy chocolaty hazelnut that will delight your taste budsas you enjoy each mouthful.

Hazelnut Spread with Skim Milk & Cocoa

Made with over 50Hazelnuts per jarContains no arti¡cial colorsContains no arti¡cial preservatives

Nutrition Facts

%DV*

17%18%

0%1%

%DV*

4%3%

Amount/Serving

Total Fat 11g Sat. Fat 3.5 g Trans Fat 0gCholest. 0mgSodium 15mg

Serving Size 2 tbsp. (37g)Servings about 10Calories 200 Fat Cal. 100

*Percent Daily Values are based on a 2,000 calorie diet.

Amount/Serving

Total Carb. 22g Fiber 1g Sugars 21gProtein 3g

Vitamin A 0% Vitamin C 0% Calcium 4% Iron 2% Vitamin E 10%• • • •

Start your day with spread!

Add some taste to your breakfast and spread Nutella® on whole wheat multigrain, bakery breads, bagels, english mu¤ns, wa¥es, toast, croissants or crepes.

(a

Excl. Dist. Ferrero U.S.S. INC.Somerset, NJ 08873