TABLE OF CONTENTS

1 The Plan
3 Fonts
4 Color Scheme
5 Logo
6 Package Design
7 Photography
9 Advertisement

REDESIGN PLAN
Product: Great Value Classic Alfredo Pasta Sauce
Target Audience: Adults (ages 20-40) with Children. The adults
will be buying the product to feed their families which most
likely are larger and include children. This pasta sauce costs
$1.50 at Wal-Mart Stores, which is a reasonable cost for families
with children.
History: The Brand Great Value is the largest food label in
the country. It was launched in 1993. Great Value brands sell
around the world in countries including: Canada, Costa Rica,
Nicaragua, Mexico, Argentina, Chile, Brazil, and some stores
in China and India. In the summer of 2009, the brand was
redesigned with labels to be predominantly white. Around
that time they also changed formulas for 750 items. In 2013,
they replaced some of their packaging with blue labels instead
of white. The wide range of items marketed under the Great
Value banner makes it Wal-Marts top-selling retail brand.
1

Big Idea: Since Great Value is such a trusted and well known
brand throughout Wal-Mart stores, redesigning the packaging to
make it more appealing will bring customers eyes to that product.
When the customer sees how great the price is, they will purchase
the product. The goal is to re-design the packaging to create a
more appealing choice when people are looking at their options
at the store. Advertisements will be placed in magazine ads to
encourage and influence the target market to buy this product.

FONTS
ANTONIO

Wisdom Script

Avenir Next

This font is the bold font that contrasts and

goes nicely with Wisdom Script. It is clean and
easy to read but still with character. It should
be used no smaller than 11 point font and no
larger than 44 point font.
This font will be used for the word Classic in
Classic Alfredo. It can be used as decorative
font when needed. It should be used in about
44 point font when using it for Classic and no
smaller than 11 point font for the rest of the uses.
This font is for the copy written on the bottle
and the copy for this book. It is easy and clean
to read. It should be used between 5 point
font and 11 point font.

COLOR SCHEME
This color scheme is based on natural colors. The target
audience is families and so making the colors calm and
natural will help show that this product is healthy and
good for you. Black and white are included to provide
contrast on the packaging.

Leaf Green

Deep Black
CMYK: 53, 17, 95, 1
RGB: 135, 167, 76
PANTONE: 576 C
HEX: #87a74c

Cream Green
CMYK: 35, 13, 61, 0
RGB: 173, 190, 131
PANTONE: 577 C
HEX: #adbe83

CMYK: 75, 68, 67, 90

RGB: 0, 0, 0
PANTONE: Black 5 C
HEX: #000000

Perfect White
CMYK: 0, 0, 0, 0
RGB: 225, 225, 225
PANTONE: 663 C
HEX: #ffffff

EA

GV

LOGO REDESIGN

T VA

This logo is purposefully created in black and white in

order to stand out on packaging and also to keep it
consistent on all of our packaging in the store.
The logo should be placed in the center at the top of
every food label. It should be 1/4 inch down, depending on the packaging. The logo should be no bigger
than 1 inch and no smaller than 1/2 inch (from the top
of the black circle to the bottom of the letters in the
words Great Value).

PACKAGE DESIGN

PHOTOGRAPHY
Here is a comparison of the two packages. They are
displayed next to each other to show the changes that
were made to this product. These photos were taken
on a light table in a photo studio to capture detail and
focus the images on the product.

MAGAZINE ADVERTISEMENT

The most important message that customers need to hear is

that Great Value Classic Alfredo is a great tasting, low cost meal
solution that will save them money and feed their family.
Since the target audience is adults ages 20-40, this advertisement will be placed in Magazines. The call to action is to visit
Great Values website, which will drive traffic to and is connected
to Wal-Marts website.

10

AN

DESIGNED BY

CH

RISTINE