Scotch Tape Product Redesign

By Robert Palmer

Index
Redesign Plan
Style Guide A
Style Guide B
Flat Package Design
Product Photography
Product Advertisement

Page 3
Page 4
Page 5
Page 6-7
Page 8
Page 9

Redesign Plan
Product:
Scotch Tape

Target Group:
Home and Office users

Brief History:
In 1930 a college dropout, Richard Drew, then a young 3M engineer, invents Scotch
Cellulose Tape. Later to be renamed Cellophane Tape, it is an attractive, moistureproof way for grocers and bakers to seal packages. The tape helps people make
do during the Great Depressionthey made simple repairs to household items. Over
the years the Scotch Brand has continued to be innovative in its products. They were
the first tape to introduce the snail shaped tape dispenser in 1939. They adopted the
famous plaid look into its packaging in 1945. In 1985 Consumers vote Scotch Brand
Tape the most indispensable household product. In 2004 Scotch Transparent Tape
is named a Humble Masterpiece by the Museum of Modern Art in New York. The
exhibit features over a hundred simple items, including Scotch Transparent Tape,
that are used every day. While modest in size and price, the curator says, These
objects are indispensable masterpieces of design deserving of our admiration.

Big Idea:
It has been over 75 years since the Scotch brand adopted the plaid look. It is time
to update our look to be sleek, to communicate innovation and quality yet to stay
true to our simple designs. The new redesign will be more modern and updated.
This new look will grab the attention of consumers and reestablish the Scotch brand
as the number one choice for homes and office. Advertising will communicate this
same tone and message as a more advanced quality and the idea of our cutting edge
technologies put into our tape that simplifies the consumers life. That is how this new
campaign will increase sales through the new look scotch tape.

Style Guide A
Double Sided Tape
Yellow

RGB: 249, 160, 49

CMYK: 0, 43, 91, 0
#: f9a031
Pantone: 151 UP
Removable Tape

Blue

RGB: 93, 110, 180

CMYK: 70, 59 , 0, 0
#: 5d6eb4
Pantone: 2736 UP
Transperent Tape

Orange

RGB: 196, 87, 48

CMYK: 0, 72, 83, 22
#: c45730
Pantone: 7599 UP
Magic Tape

Green

RGB: 93, 170, 77

CMYK: 63, 10, 90, 10
#: 5daa4d
Pantone: 7740 UP
Accent Color

Brown

RGB: 162, 82, 49

CMYK: 27, 74, 89, 18
#: a25231
Pantone: 7586 C

Title: Bodoni MT Bold

Body: Helvetica Neue LT Std 55 Roman

Each product package will have a specific

color for for the fonts and design elements.
There are four basic product packages
which will have the same design structure
that will only change by color codes

Double Sided Tape - Yellow Color

Removable Tape - Blue Color

Transperent Tape - Orange Color

Magic Tape - Greem Color

Accent Color - Brown Color

Body copy will not go larger than 11pt and

no smaller than 8pts. The leading for the
body copy will be set between 12 and 14
pts.
The title sizing will be between 18pt - 24pts
depending on size the whole design area.
All headings will use the Bodoni MT Bold
Font. Subheadings will be at least 2pts
smaller than any heading above it in the
hierarchal order.

Color Guide B
Logo Rules
The font used for the Scotch and 3M
brand is Helvetica Neue LT Std 85
Heavy.
When using the Logo it should be
sized according to your design. The
logo should never go below 16pts in
size and will follow the image to the
left. Take the c and place it in the areas
shown in the image below to set your
margins for the logo.
The color for the logo can change
based on the packaging and printing
that matches the design colors. in
case of a black and white design use
the logo in black or white.

Flat Package Design

Front Design

Back Design

Tape Design

*Note Package has been scaled

down from actual size to fit in book

Package Construction
Materials used:

80# Matte white cardstock paper for printing 8.5 in x 11 in

1 can spray adhesive

scissors

xacto Knife

Straight edge Ruler - Metal with Cork Backing

Process:
I began with printing the flat package design on 8.5 wide by 11 tall matte
cardstock. I then cut all straight edges with the ruler and xacto knife to get clean
straight edges. I proceeded to then spray the back of the front design and adhered
it to the back of the back design and lined up the straight edges. I then used
scissors to cut the rounded parts of the package.
The tape design was the same basic process, however the the inner circle was cut
using the xacto knife in slowe careful cutting.
The package was then attached using the original plastic tape holder.

Before and After Photos

10

Magazine Ad

11