Style Guide

Redesign by: Brett Jenkins

Table of Contents

3

Redesign Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Style Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Label Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Product Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Magazine Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Web Banner Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Redesign Plan

4

Product:

Target:

Grant’s Golden Brand Pomade

Meet Ki . Ki cares about how he looks, he follows fashion, and he always smells great . You could say Ki is a “hipster .”

He wants a product that makes him look and smell great, but also fits his personality . He doesn’t want that “greaser” look, he just wants something with a good hold that allows flexibility throughout the day .

History:

Big Idea:

Grant’s is a Pacific Northwest based company that makes a water based pomade . Grant’s launched in 2009 with the motto “Style is Everything .” Due to launching in the middle of the recession, the start-up company began reaching out to barber shops individually . They wanted to get their inexpensive product into the shops where men could use it, fall in love with it, and buy it over and over again .

Grant’s is a great product with an inconsistent look to their brand . With the current packaging it looks like it would be made for kids rather than fashion conscious men .

A redesign will evoke a more mature feel, incorporating a vintage look to play up the classic fashion position the company has established .

Hipsters are the best segment to target . They value fashion, a vintage look, and they spend a significant amount of money on haircare products .

This will increase sales by targeting a specific segment of the market . Up to this point, Grant’s has been a pomade to all trades and a master to none . By targeting hipsters, that segment of customers will see Grant’s as their one choice for a great pomade, and we will obtain a higher sales rate by getting the majority of this segment, even if this sacrifices minorities we have had in few other segments .

Style Guide

5

Title Font:

Body Font:

Dubiel PlainRegular (-8 kerning)6X taller than the body text

On the label the font size is 64 pt . The apostrophe between the “t” and “s” is in 30 pt . Logo is center aligned vertically on the label, and horizontally on documents .

Dubiel matches the era that the brand is focused on, and appeals to the target market as a cross between vintage and modern .

DiscoRegular (-70 kerning)Spaced down from the title by 1X the height of the body font

On the label the font is 11 .3 pt .The sub-caption is the same width as the brand name .

This sans serif font contrasts well with the modern font of the brand logo/title font . The stylish look is still up-kept, and keeps the logo looking clean .

Color Swatch:

Text: CMYK – 82, 71, 59, 75RGB – 16, 24, 32Pantone – Black 6 CHEX – #101820

Label:The label is printed on Brown Royal Fiber 80lb - Kraft paper .

Label Design

6

The top label has a representation of the type of hair that you would want to use the medium hold product on .

*The gray circle indicates the cut mark, not a design on the label .

Putting the UPC on the bottom will avoid detracting from the clean look of the rest of the package . Natural and organic ingredients are important to the target segment .

*The gray circle indicates the cut mark, not a design on the label .

Ingredients:All natural beeswax,Organic coconut oil,

& Oils (for scent)

7

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Medium Hold

Medium Hold

Net Wt 4 oz

Product Photos

8

Old Design:

New Design:

Magazine Ad

9

Style isEverything

Express your style with

Expressyour style with

Try it now.

Stay Golden with

Stay up,Try it now.

Web Banner Ad

10

Two orientations of a web banner will still have the same feel to them, bvvut the horizontal ad will not have a picture in the background . Horizontal ads do not have as good of orientation to display a picture behind .

Below are renderings of how the ads appear in a web browser, with their respective placement .

These ads also have a similar feel, and the same picture as the magazine advertisement .