Nicole Fortin

Western Family Creamy Peanut Butter

Western FamilySince 1934

Table of Contents

Redesign Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Style Guide: Label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Style Guide: Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Package Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Magazine Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

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Redesign Plan

Western Family Creamy Peanut Butter

History: Western Family has a commitment to value and quality that began in the 1930’s. A group of retailer-owned grocery wholesalers joined together to compete with the growing number of corporate-owned chain stores. Western Family is now a full-service label buying and marketing company. They distribute more than 3,600 products in the U.S. and Pacific Rim. Western Family’s mission is to provide products of the quality you want and the value you need.

Peanut Butter has been around since the Aztec times. The Aztecs mashed roasted peanuts into a paste. It was a little different from what peanut butter is today. In 1884 Marcellus Gilmore Edson from Canada patented peanut paste. He made it by roasting peanuts between two heated surfaces. In 1985 Dr. John Harvey Kellogg patented a process for creating peanut butter from raw peanuts. He marketed it as a healthy protein for patients without teeth. In 1903 Dr. Ambrose Straub of St. Louis, Missouri, patented a peanut butter making machine. Finally, in 1922 a chemist named Joseph Rosefield invented a process for making smooth peanut butter that kept the oil from separating. He did this by using partially hydrogenated oil.

Target Group: The parents of young children will be buying this product.

Big Idea: The first thing to be redesigned on the Western Family Peanut Butter label will be the nutrition facts and ingredients. Because so many people are allergic to so many things, it would be a great idea to make these facts larger and more readable. Also, so many people watch their weight that the facts would serve a good purpose if larger. This will increase sales because it is right there for customers to read easily. The colors on the label would also be changed. The label will not be too crowded and the background should be a solid color. The idea of the lid having the same color of the one of the colors on the label is good. The words on the label will have to be more eye catching. Eye catching in the way that it is large and easy to read. The label on the peanut butter should be good enough that it would advertise itself as someone is passing by it. The design right now is childlike, it should be more professional so that it catches the eye of adults who want to but this product for their children. The Western Family logo will also have to be redesigned so that it can be a vectorized image. It will include the date that Western Family Foods was organized, 1934.

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Style Guide: Label

Packaging Fonts, Style, and Size: Times New Roman, regular, 39pt Menlo, regular, 16pt, 8pt

Style Size Recommendation: In order for the label to fit on the jar, it needs to be at most 8 inches wide with a height of 3 inches. The label for this jar is 7 inches by 2.5 inches.

Name: TanCMYK: (7, 10, 36, 0) RGB: 238, 221, 174 Pantone: 7499 C Hex: #eeddae

Name: RedCMYK: (13, 99, 93, 3) RGB: (205, 37, 45) Pantone: 711 C Hex: #cd252d

Name: Dark TanCMYK: (13, 19, 65, 0) RGB: 225, 197, 116 Pantone: 7403 C Hex: #e1c574

Name: BlackCMYK: (75, 68, 67, 90)RGB: (0, 0, 0) Pantone: BlXK 6 C Hex: #000000

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Style Guide: Logo

Logo Size: 18 pt, 5 ptLogo Placement: Upper left hand corner of label

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Package Design

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Magazine Ad

Creamy Peanut ButterVisit our website: westernfamily.com

Smooth

StickySpreadable

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