TABLE OF CONTENTS

REDESIGNPLAN

PRODUCT NAME: LA CROIX

TARGET GROUP The target group for the brand is millennials. I can tell by the content on the La Croix website that they are trying to appeal to 20-somethings. On the website there are categories called “social scene” and trending where it displays social media feeds and articles where La Croix is being mentioned. The site also has a page display-ing what posts about La Croix from popular bloggers.

The brand is all natural and sugar and artificial flavoring free. This drink is natural and healthy which matters to millennials. Consumers can even drink La Croix while on The Whole 30, a trendy yet strict diet that has taken off through social media.

BRIEF HISTORY LaCroix is the best selling domestic sparkling water brand in the USA. LaCroix is the number one sparkling water brand sold in cans. Today, the brand is internationally sold, but produced here in the U.S., specifically Wisconsin.

La Croix was first created in 1981 in a family owned brewery by GE Heileman. The brand was named after the city of La Crosse and the St. Croix River which flows between Wisconsin and Minnesota. It was bought by the National Beverage Corp in the 90’s. The packaging/branding was last designed in 1996.

La Croix comes in 100% recyclable cans and it is 100% natural with nothing artificial.

BIG PLAN Sales of the drink have tripled to $175 Million since 2009. National Beverage Corp, the owner of La Croix, stock price has increased dramatically. Even though soda sales have declined, sales of sparkling water in general have more than doubled over the past five years to $1.5 billion, according to data from Euromonitor cited by The Washington Post.

Duane Stanford, the editor off Industry Publication Beverage Digest says,“With millennial these days, it’s all about authenticity and discovery, and they are suspicious of mainstream advertising messages.”

There is an opportunity here. La Croix is an ever-growing brand amongst millennials despite industry downturns. Being a healthy, natural drink is aligned with millennials ideals. The product is great. The branding is dated and hasn’t been designed since the 90’s. Redesigning the product’s packaging is a way to authentically promote the brand.

I would like to redesign La Croix packaging in a modern, simple, effective, trend-setting way that conveys the natural, in-style, and progressive characteristics of the drink. This will increase sales among millennials. The new packaging will be something that millennials will want to share through social media. The goal is to create an experience through the re-brand-ing. This experience will be shared by young people on Instagram and Twitter.

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Redesign Plan

Style Guide: Colors + Fonts

Style Guide: Logo

Package Design: Carrier Front

Package Design: Carrier Back

Package Design: Front + Back Label

Photo Comparison

Product Photography

Ad

STYLE GUIDE

STYLE GUIDE

FONTS: LOGO

COLORS:

NEVIS HELVETICA LIGHT AND BOLD

Nevis is used for all of the copy on the label and the carrier.

LabelFor the subtitles like “Sparkling Water” use all caps, 12pt. font size and letter spacing of 100. For product benefits like “No Calories”, use all caps, 8pt font size and no letter spacing.

CarrierFor the subtitles like “Sparkling Water” use all caps, 16pt. font size and letter spacing of 100. For product benefits like “No Calories”, use all caps, 12pt font size and no letter spacing. For promotional text like “Naturally Flavored use all caps, 8pt font size and no letter spacing. The text on the bottom of the carrier such as “See individual container for nutrition and ingredient information”, use 8pt font size and no letter spacing.

Helvetica light and bold is used for the nutrition facts on the both the front and back label of the bottle and the carrier.

Front LabelNutrition facts such as “12 FL OZ (355 ML)” will use helvetica light, all caps and 6pt font size.

Back LabelFor a heading like “Nutrition Facts” helvetica bold was used at a 10pt font size. For sub headings like “Amount Per Serving” helvetica light was used at a 6 pt. font size

CarrierNutrition facts such as “sodium” will use helvetica light, all caps and 6pt font size.

CMYK: 1-25-8-0RGB: 246-201-207Hex: #f6c8cfPantone: 496 C

CMYK: 3-67-19-0RGB: 234-118-150Hex: #ea7695Pantone: 190 C

CMYK: 2-84-31-0RGB: 234-80-121Hex: #e95079Pantone: 1915 C

CMYK:62-57-53-28RGB:92-88-90Hex:#5b5759Pantone: 11C

This colored font should be used in packaging, media and marketing.

Front LabelThe size recommendation for the front label is 90 PX by 165px.

Back LabelThe size recommendation for the back label is 75px by 90px.

CarrierThe size recommendation for the carrier is 240 PX by 300px.

This gray scaled logo should be used for the company letterhead and email signature.

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PACKAGEDESIGN

PACKAGEDESIGN

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CALORIES

PER BOTTLE

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SODIUM

PUNCH THESE OUT AND

PUT THEM ON THE BOTTLE NECKS!

CARRIERFRONT

CARRIERBACK

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PHOTOCOMPARISON

PACKAGEDESIGN

PASSION FRUIT SPARKLING WATER

NO CALORIES. NO ARTIFICIAL FLAVORS.

0CALORIESPER BOTTLE

12 FL OZ (355 ML )

PASSION FRUIT NO CALORIESNO ARTIFICIAL FLAVORS

Ingredients:Carbonated Water, Natural Flavor

NATURALLY FLAVOREDNATURALLY HEALTHYNATURALLY FUN

Nutrition FactsServing SizeAmount Per Serving

% Daily Value*

Calories 0

Total Fat 0g 0%

Total Carb 0g 0%Total Carb 0g 0%Sugars 0g 0%Protein 0g 0%

Sodium 0mg 0%

FRONT AND BACK LABELBEFORE

AFTER

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Before the design was busy and dated.

ADPRODUCTPHOTOGRAPHY

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