New York

1908

Content

Redesign PlanStyle GuidePackage Redesign & ApplicationProduct Advertisement

Redesign Plan

Milk-Bone Dog Treats has always been a well-known and well-loved brand by dog owners for over 100 years since their start in New York City. The bone-shaped treat has become a recognizable icon.

The redesign will target upper class, more affluent dog owners ages 25-35. These people are young professionals in a large urban environment. While there are products aimed at these individuals, Milk-Bone does not currently have a product line specifically for this audience.

STANDARD - Replaces Medium size

Keeping some of its current brand equity while giving it a clean, professional, premium look will attract the desired target audience.

I plan to use a simple color scheme of black, white, and red. Using a clean typeface and spacing, I will get the premium look central to the redesign.

The information on the package will promote the quality and benefits in the biscuits, highlighting the benefit to the dog.

Style Guide

I used the font Bebas Neue for the Milk-Bone logo. Its similar to their current logo and keeps that brand equity of Milk-Bone.

I used Roboto for the header font. Its a clean, professional font that conveys premium quality. Apple Garamond was then used

as the body copy font to give contrast from Roboto.

Style Guide

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Roboto

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Bebas Neue

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Apple Garamond

Style Guide

BoneCMYK: 0, 0, 0, 0RGB: 254, 254, 254Pantone: 11-0601 TPGHex: FFFFFFMidnightCMYK: 75, 68, 67, 88RGB: 5, 5, 5Pantone: 19-4003 TCXHex: 080606CrimsonCMYK: 14, 94, 88, 4RGB: 172, 31, 35Pantone: 19-1555 TPGHex: AC1F24

New York

1908Size Recommendations:

W: 2.5 inH: 1 in

Size Recommendations: W: 2.65 in/ 0.85 in

H: 1.75 in/ 0.5 in

Package Design & Application

Calorie Content:Metabolizable Energy (ME)3170 kcal/kg; 40 kcal/piece

Guaranteed Analysis:Iodine (Minimum)

Vitamin A (Minimum)

Vitamin D (Minimum)

Vitamin E (Minimum)

Riboflavin (Minimum)

Pantothenic Acid (Minimum)

Vitamin B12 (Minimum)

Choline (Minimum)

Crude Protein (Minimum)

Crude Fat (Minimum)

Crude Fiber (Maximum)

Moisture (Maximum)

Calcium (Minimum)

Phosphorus (Minimum)

Copper (Minimum)

Zinc (Minimum)

15.0%

5.0%

3.5%

12.0%

0.54%

0.45%

6.6 mg/kg

108 mg/kg

1.4 mg/kg

4500 IU/kg

450 IU/kg

45 IU/kg

2 mg/kg

9 mg/kg

0.02 mg/kg

1080mg/kg

INGREDIENTS: Wheat flour, wheat bran, meat and bone meal, milk, wheat germ, beef fat (preserved with BHA), salt, natural flavors, dicalcium phosphate, calcium carbonate, brewers dried yeast, malted barley flour, sodium metabisulfite (used as a preservative), choline chloride, minerals (ferrous sulfate, zinc oxide, manganous oxide, copper sulfate, calcium iodate, sodium selenite), vitamins (vitamin E supplement, vitamin A supplement, niacin supplement, D calcium pantothenate, riboflavin supplement, pyridoxine hydrochloride, vitamin D3 supplement, folic acid, biotin, vitamin B12 supplement), BHA (used as a preservative).

Wholesome GoodnessMilk-Bone Standard canine delicacies are crunchy morsels that are both wholesome and delicious. Crafted with care, these delectable delights are the perfect reward for your loyal companion.

Standard

Milk-Bone M

ilk-Bon

e

Cleans Teeth & Freshens Breath

12 Vitamins & Minerals

Wholesome & Tasty

Cleans Teeth & Freshens Breath

12 Vitamins & Minerals

Wholesome & Tasty

The crunchy texture assists in removing plaque and tartar build-up

Healthy and delicious treats for your loyal companion

The treats are fortified to keep your dog in tip-top shape

TM

TM

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New York

1908

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