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Trident Gum

The Redesign

Designed by Eric Butterfield

Table of Contents

Redesign Plan Fonts and Colors Logo Redesign Package Design Photo Comparison Advertisement

Product Trident Gum History The first Trident gum was manufactured in 1960. It was a

Product

Trident Gum

History

The first Trident gum was manufactured in 1960. It was a sugared gum that was designed to combat tartar on the teeth. The “tri” in the name signifies three enzymes it contained that were said to dissolve the tartar, and the “dent” alerted consumers that it was designed for dental health. The ‘Trident’ brand was the first national brand of sugar-free gum in the United States.

Target Group

The target group is youth and young adults(ages 12-30).

Big Idea

Trident is the gum that is usually at the bottom of the shelf at the checkout lane. Everyone knows about it but no one seems to be buying it. There are other brands including Orbit and 5 gum that are actively marketing to the target group while Trident is falling behind. Trident has been marketed as being good for your teeth but so is Orbit. In order to compete, Trident needs to re-brand their basic gum line to be eye catching and still true to their values of clean teeth. I suggest a new, larger package that has a flap with a comical, simple illustration with cutouts where the teeth should be. Underneath the illustration is a beautiful, clean, sparkly smile. Not only does this stay true to Trident’s quest for clean teeth but is also eye-catching and humurous.

Fonts and Colors

Original Blue

Tropical Orange

Fonts and Colors Original Blue Tropical Orange Minty Sweet Green Strawberry Twist Red CMYK 58% 20%
Fonts and Colors Original Blue Tropical Orange Minty Sweet Green Strawberry Twist Red CMYK 58% 20%

Minty Sweet Green

Strawberry Twist Red

CMYK 58% 20% 0% 0%

CMYK 1% 17% 88% 0%

CMYK 54% 0% 61% 0%

CMYK 3% 86% 90% 1%

RGB

RGB

RGB

RGB

78 176 255

255

208 55

63 255 158

232 74 49

Pantone

Pantone

Pantone

Pantone

2915 C

122

C

7479 C

7417 C

Hex

Hex

Hex

Hex

4eb0ff

ffd037

3FFF9E

e84a31

Title Font

Copy Font

Raleway

Raleway Regular

Style: Lato

Style: Raleway Regular

Size: 48pt

Size: 8-10pt

Logo Redesign

Trident©

Trident©

Trident©

Trident©

Trident©

The size of the main logo on the gum package must be 44pt. The Logo on the side of the package must be 26pt. The main logo should be prominent and not too close in proximity to any other object. Both the main and secondary logos should be centered. The secondary logo should be centered both vertically and horizontally on the top side of the package.

Package Redesign

©

Spearmint Ingredients: natural masticatory substances of vegetable origin chicle, chiquibul, crown gum, gutta hang kang,
Spearmint
Ingredients: natural masticatory substances of vegetable origin chicle,
chiquibul, crown gum, gutta hang kang, massaranduba balata,
massaranduba chocolate, nispero, rosidinha, Venezuelan chicle
gutta hang kang, massaranduba balata, massaranduba chocolate, nispero, rosidinha, Venezuelan chicle Trident Trident ©
Trident
Trident
Trident ©
Trident ©
VS
VS

Photography Comparison

VS Photography Comparison
VS Photography Comparison

Advertisement

Trident Making teeth whiter since 1960 Get a pack at the gas station at the
Trident
Making teeth
whiter since 1960
Get a pack at the gas station at the next exit