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table of contentsthe plan
style guidefonts and color swatches
logo usagepackage redesign
package photography
advertisement
milk dudsmade with CHOCOLATE and CARAMEL
page 3
pages 4-5
page 4
page 5
page 6
page 7
page 8
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the planproduct Milk Duds
target Adults 30-50
history The MILK DUDScandy name came about because the original ideawas to have a perfectly round piece. Since this was
found to be impossible, the word "duds" was used.
The word "milk" was used to reect the large amount
of milk in the product.
1928: Milton J. Holloway took over F. Homan &
Company of Chicago, the original manufacturer of
MILK DUDS chocolate covered caramels.1960: Holloway sold the business to Beatrice Foods.
1986: Leaf purchased the business.
1992: Production of MILK DUDS candy moved to
Leaf's Robinson, Illinois, plant.
1996: Hershey Foods Corporation acquired the
Leaf North America confectionery operations from
Huhtamaki Oy of Helsinki, Finland.
big idea My idea forthies MILK DUDS product redesign is to revamp the
current milk duds carton and appeal more to those
who have some nostalgic connection to milk duds.
I want to have an 85th anniversary stamp on all
milk duds boxes. The product box will have a more
vintage look and feel with richer colors and text that
will stand out against other products in the candy
isle.
There will be more content on the new MILK DUDS
box than is on the current box. The new box will oer
25% more candy than the current box and will be in
a container that looks like a milk carton.
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style guideheader Myriad ProCondensed 45 ptsubheader
Myriad ProCondensed 17 pt
body copyMyriad Pro
Regular 9 pt
Anja Eliane accent
CMYK: 0, 86, 100, 87
RGB: 68,0,0HEX: #440000
Pantone: 1815 C
CMYK: 4, 13, 37, 0
RGB: 243,218,169HEX: #F3DAA9
Pantone: 155 C
CMYK: 0, 0, 0, 0
RGB: 255,255,255HEX: #FFFFFF
Pantone: 7421 C
chocolatebrownie
caramello
simplywhite
CMYK: 0, 0, 0, 0RGB: 255,255,255
HEX: #FFFFFFPantone: 7421 C
simplywhite
CMYK: 0, 0, 0, 16
RGB: 218,219,220HEX: #DADBDC
Pantone: cool grey 2C
CMYK: 0, 0, 0, 100RGB: 35,31,32
HEX: #231F20Pantone: Hex Black C
pitchblack
marshmellowg
rey
milk dudsmade with CHOCOLATE and CARAMEL
milk duds
milk dudsmilk duds
fonts and color swatches
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style guidemilk dudsmade with CHOCOLATE and CARAMEL
milk duds milk duds
specications for logo usage
WebOn all websites, the logo will have the following
specications.
1. logo will appear only in the upper left hand
corner of the page.
2. logo will be approximately 200 pixels x 75 pixels
3. logo must be 100 pixels from all edges of website
Product PackagingOn all product packaging, the logo will have the
following specications.
1. logo will ll the entire front face of product package
and will be displayed diagonally starting from the top
left corner and extending to bottom right corner of
package.
2. logo will be approximately 4in x2in on the front face.
3. logo will also be displayed directly above thenutrition guide on the back face and will be
approximately 1in x .5 in.
4. logo must always be 1/4in. from the package edge
and from any other images or text.
Oce DocumentsOn all internal documents, the logo will have the
following specications:
1. logo will always be in greyscale format
2. logo will always be located on the upper left hand
corner of any oce document.
3. logo will be 1.5in x .75 in on any full page document.
4. department will be written using the subheader
specications above and will be 1/8 in. under the logo.5. logo must always be 1/8in. from the page edge and
from any other objects or text.
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milk dudsmade with CHOCOLATE and CARAMELpackage redesign
NT WT 12 oz (340 g)
6 GRAMS OF FAT PER 39 GRAM S ERVING VS . 10 GRAMS OF FAT IN AVERAGE OF L EADING CHOCOLATE CANDY B RANDS .
D ie ta ry F ib er 2 5g 3 0g
Nutrition FactsServing Size 13 pieces (39 g)Servings Per Container about 3.5
Amount Per Serving
Calories 170 Calories from Fat 50
% Daily Value*
Total Fat 6 g 9%
Saturated Fat 3.5 g 18%
Trans Fat 0 g
Cholesterol 0 mg 0%
Sodium 100 mg 4%
Total Carbohydrate 28 g 9%
Dietary Fiber 0 g 0%
Sugars 20 g
Protein 1 g
V it am in A 0 % V it am in A 0 %
C alc iu m 4% Ir on 0 %
* Percent Daily Valuesare based on a 2,000calorie diet. Your daily valuesmay be higheror lower depending on your calorie needs:
Calories: 2,000 2,500
Total Fat Less than 65g 80g
Sat Fat Less than 65g 80g
Cholest. Lessthan 65g 80g
Sodium Lessthan 65g 80g
Total Carbohydrate 300g 375g
I N GR ED I EN TS : C O R N S YR U P, S U GAR ,V EGETAB L E O I L ( C O C O A B U TTER ,PAL M, S H EA, S U N FL O W ER AN D / O RS AFFL O W ER O I L ) : N O N FAT MI L K ;D EXTR O S E; C H O C O L ATE; C O N TAI N S2 % O R L ES S O F: B R O W NS U GAR ; W H EY ( MI L K ) ; MO N OAN D D I GL YC ER I D ES ; S OD I U MB I C AR B O N ATE; MI L K FAT; S AL T;R ES I N O U S GL AZE; S O Y L EC I TH I N ;TAPI O C A D EXTR I N ; V AN I L L I N ,AR TI FI C I AL FL AV O R .
0 61 0 7 0 0 1 0 7 0 0 1
lkd
uds
made
with
CHOCOLATE
andCARAMEL
OPEN HERE OPEN HERE
milk dudsmadewithCHOCOLATEandCARAMEL85CE
LEBRA
TING
YEARS
THISPRODUCT ISSOLD BY WEIGHT,NOTBY VOLUME,ANDCONTAINS THEFULL
NETWEIGHT INDICATED,SOMESETTING OF CONTENTSMAY HAVEOCCURED
DURING SHIPMENTAND HANDLING.
NT WT 12 oz (340 g)
85CELEBRA
TING
YEARS
85CELEBRA
TING
YEARS
Ma nufa cture d by THE HERS HEY COMPANYHe rshe y, Pe nnsylva nia 17033-0815, U. S . AQue st ions or comme nts a bout this product ca lltoll fre e we e kda ys 9-4 ET 1-800-468-1714.Visit us a t www. he rshe ys. com
milk dudsmadewithCHOCOLATEandCARAMEL
milk
duds
madewith
CHOCOLATE
andCARAMEL
milk dudsmadewith CHOCOLATEandCARAMEL
milk dudsmadewithCHOCOLATEandCARAMEL
In commemoration of MILK DUDS 85thbirthday, we want to present the limited-
time retro packaging.
To learn more about MILK DUDS 85th
celebrations and the retro packaging visit
www.milkduds.com
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milk dudsmade with CHOCOLATE and CARAMELpackage photographyBefore After
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milk dudsmade with CHOCOLATE and CARAMELbus stop ad
