Product Redesign

HERSHEYS Style Guide

Dorothy Murri
Te Plan 3
Style Guide 4
Fonts 4
Colors 4
Logos 5
Flat Package 6
Explanation 6
Regular 7
King Size 8
Fun Size 9
Product Photography 10
Product Advertisement 11
Product Name: Hersheys Kisses
Target Group: Males 25-50
Brief History: HERSHEYS KISSES were frst introduced in 1907, and were supposedly
named afer the sound of the chocolate being deposited during manufacturing. In 1924,
KISSES received their trademark plume that extends out beyond the foil of the chocolate
(www.hersheys.com/kisses). Since then, not much has changed except for the color of
the foil that the chocolate is wrapped in during holiday seasons and for other favors of
the HERSHEYs KISSES. Te KISSES themselves have gained so much momentum in
brand recognition that it would be unproductive to change the actual product at this
point. However, the bag that the HERSHEYS KISSES come in could use a little bit of a
makeover.
Behind the Redesign: Redesigning the HERSHEYS KISSES plastic bag into a lovely
cardstock box will allow HERSHEYS KISSES to gain recognition as a more formal dessert
choice. By reintroducing this product in a classier packaging, consumers will consider
buying HERSHEYS KISSES a privilege rather than a common persons right.
Fonts:
Main/Titles: Subtitles:
Color Guide:


Champagne Gold:
Dark
CMYK: 28, 50, 100, 9
RGB: 175, 124, 41
HEX: #ae7b29
Pantone: 7557 C
Handkerchief
CMYK: 0, 0, 0, 0
RGB: 255, 225, 255
HEX: #FFFFFF
Pantone: 663 C
Tuxedo
CMYK: 100, 100, 100, 100
RGB: 0, 0, 0
HEX: #000000
Pantone: Black 6 C
Light
CYMK: 16, 39, 88, 1
RGB: 213, 158, 62
HEX: #d49e3d
Pantone: 7563 C
Logo:
Te new HERSHEYS KISSES logo should only be used within this product line, and
never without permission from HERSHEYS headquarters. Te new logo should include
the new HERSHEYS KISSES fonts, and should correspond with each other in the
following manner:
Main:
45 Points
Subtitle:
25 Points
Black and White Color
Te redesigned fat package of HERSHEYS KISSES is the shape of a
triangular prism. Tis shape will give the HERSHEYS KISSES a tighter, cleaner look. Te
HERSHEYS KISSES will ft snuggly in their new package, making the overall design more
stable and sturdy, especially compared to its previous plastic package.
Te redesigned fat package will come in three diferent sizes: fun size, regular, and
king size, giving it a more grab and go candy bar feel, rather than an oversized bag of
HERSHEYS KISSES that consumers feel guilty about buying and eating.
Te fun size package will hold two HERSHEYS KISSES, the regular package will hold
six, and the king size package will hold 10 HERSHEYS KISSES.
Te fat package design of the regular package is printed on the next page, but is scaled
down to ft on the page.
6
H
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r
s
h
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7
6
1.25
10
1.25
2
1.25
Tis comparison photo of the old and new versions of the HERSHEYS
KISSES product allow the consumer to see just how much the new version of the
HERSHEYS KISSES is an improvement on the old product. With the old product blurred
out in the background, the photo leaves no doubt in the viewers mind that the new and
improved HERSHEYS KISSES product is just that: new and improved.
In this simple, yet elegant magazine advertisement for the new and
improved HERSHEYS KISSES, the
call to action demands that the
consumer thinks of the HERSHEYS
KISSES as a newer, nicer gif to give.