This document outlines a redesign plan for Crayola chalk packaging. It proposes making the packaging round to stand out from competitors as chalk is round. The box design will be brightly colored like a sidewalk drawing to grab attention. Inside, individual color sections will keep colors separated until mixing is desired. Advertising will include kids' TV commercials, bus wraps, and outdoor "stay and play" events where kids can draw with free samples. The goal is to increase sales through new packaging and advertising that gets the product in consumers' hands. Style guidelines define colors, fonts, and appropriate logo sizes for packaging and marketing materials.
This document outlines a redesign plan for Crayola chalk packaging. It proposes making the packaging round to stand out from competitors as chalk is round. The box design will be brightly colored like a sidewalk drawing to grab attention. Inside, individual color sections will keep colors separated until mixing is desired. Advertising will include kids' TV commercials, bus wraps, and outdoor "stay and play" events where kids can draw with free samples. The goal is to increase sales through new packaging and advertising that gets the product in consumers' hands. Style guidelines define colors, fonts, and appropriate logo sizes for packaging and marketing materials.
Original Description:
This is a style guide created for Crayola as a product redesign. It contains new ideas and
This document outlines a redesign plan for Crayola chalk packaging. It proposes making the packaging round to stand out from competitors as chalk is round. The box design will be brightly colored like a sidewalk drawing to grab attention. Inside, individual color sections will keep colors separated until mixing is desired. Advertising will include kids' TV commercials, bus wraps, and outdoor "stay and play" events where kids can draw with free samples. The goal is to increase sales through new packaging and advertising that gets the product in consumers' hands. Style guidelines define colors, fonts, and appropriate logo sizes for packaging and marketing materials.
This document outlines a redesign plan for Crayola chalk packaging. It proposes making the packaging round to stand out from competitors as chalk is round. The box design will be brightly colored like a sidewalk drawing to grab attention. Inside, individual color sections will keep colors separated until mixing is desired. Advertising will include kids' TV commercials, bus wraps, and outdoor "stay and play" events where kids can draw with free samples. The goal is to increase sales through new packaging and advertising that gets the product in consumers' hands. Style guidelines define colors, fonts, and appropriate logo sizes for packaging and marketing materials.
Table of Contents Redesign Plan Style Guide Logo Label Before & After Bus-Wrap 1 3 5 7 9 11 Product Name: Crayola Target Group: young kids ages 5-12 years, and parents of children as a secondary target (they buy the product for their kids) ages 25- 50 years. A Brief History: Crayola is a well-known brand for school supplies. Because summer is here and children are out of school, the playground is taking priority in their lives. Lets go Whats the big idea? I plan on making the package round, so it stands out against the other chalk brands; also because chalk is round, why not have a container that resembles what chalk looks like. The design of the box is going to change a lot also. Rather than being the typical school yellow I want to make the box look like its been drawn on, like it is sidewalk. It will have a slur of bright colors to grab attention and to help the brand name stand out. Inside will include different colors with their own little section so that the colors dont mix before you want Redesign 1 them to mix. out and play! Will it work? To advertise this new look, I plan on running commercials on childrens channels, with bus wraps advertising fve free crayons, making sure that the companies that carry this brand receive an announcement that the look is being changed and ask them to promote the new design to their customers, and fnally doing a stay- and-play campaign. This campaign will be an outdoor event that will take place at any of the major locations where this product is sold, like Wal-Mart. It will be an outside event where children can come and draw on the sidewalk, or on chalkboards while their parents are shopping. Free samples of the chalk will be given to anyone who comes and gets one. This sample will be the new look. By doing this, the product will already be in consumers hands and they will know what it looks like. I plan on increasing sales, through advertising. And through the stay- and-play campaign. By consumers using the product and having the product at their home, theyll know and remember it when they go to buy more chalk. 2 Style Guide Red: CMYK: 0, 91, 71, 0 Lavender: CMYK: 23, 54, 15, 0 Blue: CMYK: 77, 44, 12, 1 Green: CMYK: 47, 4, 94, 0 Sunshine: CMYK: 3, 23, 100, 0 White: CMYK: 3, 23, 100, 0 3 RGB: 196, 134, 166 PANTONE: 687 C HEX: c486a6 RGB: 149, 193, 72 PANTONE: 367 C HEX: 95c148 RGB: 65, 127,176 PANTONE: 646 C HEX: 417fb0 RGB: 249, 196, 0 PANTONE: 123 C HEX: f9c400 RGB: 250, 55, 69 PANTONE: 1788 C HEX: f12938 RGB: 249, 196, 0 PANTONE: 123 C HEX: f9c400 Fonts PackagING: Eraser-Regular Eraser Dust-Regular Any body copy should be Eraser Dust at 10- 12pt. Headings should be Eraser at 18-48pt (Depending on the size of the box). Marketing Eraser-Regular Georgia- regular Georgia-Bold Any body copy should be Georgia regular at 10- 12pt. Headings should be Georgia-Bold at 12pt. Titles should be Eraser at 24-72pt (Depending on the advertisement). 4 Logo Original New 5 6 Since the boxes will be black with the redesign. I decided to make a logo that would be versatile and stand out on a black box. There are two options; the color logo or the white logo. The white logo would only be used for the boxes if that is whats decided. The color logo would be used for anything, specifcally the primary packaging and in advertising. The logo should be no less than and no more than an 1 (depending on the packaging or the advertisement). Label 7 Crayola C r a y o n s 2 4 0 5 0 3 5 3 5 5 7 5 N O N - T O X I C 8 Crayola C r a y o n s 2 4 0 5 0 3 5 3 5 5 7 5 N O N - T O X I C Before & After 9 10 Bus Wrap 11 12 D