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Redesign PlanProduct Name:
Shasta
Target Group:
Teens and Adults
Brief History:
The comany was founded in 1889 and is inspired by a mountain in
Cascades
near the California/Oregon border. The mountain is named Shasta
which
means white and pure in an indian language. A group of
businessman saw anopportunity of carbonating the natural spring
water from that mountain. 1928,
the brand became under new management renaming the company,
Shasta Wa-
ter Company, making flavored cabonated water. Throughout the 50s
and 60s,
big changes occured with packaging into cans, making low calorie
drinks, and
shipping to grocers using wholesaler channels. 1960, the company
was re-
named Shasta Beverages. in 1985, the company was bought by the
National
Beverage Corp., and the company continued to innovate with new
flavors and
designs.+
Big Idea:
The Shasta label has never been appealing to me and it always
rubbed off as
being a store brand. It is not a store brand, it is just a
low-end soda brand. I
think that if they were to redesign their label and brand image,
the company
could have more success.
The brand has always seemed old to me, somewhat of a vintage
feel. I decidedto redesign the product into a vintage style using
an old masters color scheme
and vintage type artwork. If it is done in a new fashion
meaning, making it
feel new and exciting with a vintage label, it could do well.
The vintage scene
is coming back, and has been for a couple years, so I think it
could be a hit. It
would definitely be a hit with those who like vintage things,
hipsters, and teens
looking for somthing fun and exciting.
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Style GuideColors: Pale Kiwi
CMYK: 40 0 81 0
RGB: 163 213 95
Pantone: 367 C
Hex: #a3d55f
Dark KiwiCMYK: 71 30 100 14
RGB: 84 127 35
Pantone: 364 C
Hex: # 547f23
StrawberryCMYK: 16 98 99 5
RGB: 198 65 40
Pantone: 7598 C
Hex: # c64128
Dark StrawberryCMYK: 22 96 100 15
RGB: 173 39 13
Pantone: 7626 C
Hex: # cb3725
Fonts:
Title Font:ARB 85 Poster Script
The font size should be quite large, approximately 72 pt on the
product label.
Body Font:Bellarose
Bellarose Bold
Bellarose italicized
The font size should be approximately 28 pt on the body of the
product
label.
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Style Guide
Logo:This is the original Shasta logo. This will not be used
anymore due to the new
logo design.
The logo is as pictured below is the newly designed logo. This
logo should be
used on all products. The size on te product in 2 liter form
should be 5 inches
long. It should be placed on the front of the product near the
top of the label.
In print, variations in color may be applied as solid
colors.
