Redesign Plan

Product Name:
Swedish Fish

Target Group:

Ages 4+ or anyone who loves yummy gummy candy. In the year 1968, a Swedish manufacture known as Malaco who specialized in licorice candies, expended to sell their products in North America. In the late 1960s early 1970s Swedish Fish were developed and Leaf International bought out Malaco. Many expansions came from Swedish Fish including Swedish Shells, which was the first, assorted and aqua life. Swedish fish now are made by Cadbury Adams Company in Hamilton, Ontario, Canada, who bought out Leaf in 2006. Swedish Fish were originally colored red and guessed to have the flavor of lingonberry. You can now find them in Orange, Lemon & Lime, Pineapple, Grape, and Blue Raspberry. The current design of Swedish Fish is very outdated and could call a lot more attention. Currently Swedish fish is not very popular among Americans population, but is having resurgence in sales. With a new product design this could help increase sales and be more eye catching to call more peoples attention. To redesign the packaging of Swedish Fish it would be nice for it to call more attention because it is a fun little shaped candy and thats what the package should represent. Have more colors to capture a younger audience. Have bigger brighter colors. My idea is to put it into a litte box with a see through window to see the fish swimming. The design will be more current and capture more attention of the targeted group.

Brief History:

Big Idea:

Style Guide
Title Font:
Gill Sans Ultra Bold Gill Sans Bold Gill Sans Regular Gill Snas Italic Title fonts will be in Gill Sans Ultra Bold with a 60 pt font for the main title and a 15 pt font for the subtitles.

Copy Font:

Century Gothic Regular Century Gothic Italic Century Gothic Bold

Copy fonts will be in Century Gothic Regular with about a 12 pt font.

Colors:
Red Yellow Blue White

CMYK: 1 95 90 0 RGB: 237 46 46 Pantone: 1788 C Hex: ed2e2e

CMYK: 4 0 93 0 RGB: 255 242 0 Pantone: 3945 C Hex: fff200

CMYK: 68 12 0 0 RGB: 0 178 244 Pantone: 299C Hex: 00b2f4

CMYK: 0 0 0 0 RGB: 255 255 255 Pantone: 663 C Hex: ffffff

Style Guide
Logos:
The Swedish Fish color logo will mainly be used in all product design, and where ever it is convenient to use. This color logo should be used on all packaging and merchandise on the Swedish Fish products. If needed, in printing for black and white documents, the black and white logo can be used. Should not distort or stretch the logo, leave the detentions as is when using.

Color Logo

Black & White Logo