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Table of Contents
Redesign Plan

Logo Recreation

Color Scheme

Fonts

Flat Package Design

Photography & Ad Design

Redesign Plan
Western Family began all the way back in the 1930s, and has been providing customers
with quality and value ever since. Since then, their company has exploded, and can be
found in several grocery stores across the United States. They truly live up to their mission
statement: Provide products of the quality you want and the value you need
However, much has changed in the design world since the original branding of Western
Family was established. In todays society, Western Familys product design is seen as
outdated and far from trendy, which is limiting the company from the sales they could
potentially be receiving.
To start Western Family on a path of company rebounding and redesigning, one product
needs to be evaluated at a time. Western Familys Soy Sauce design in particular is in great
need of a product redesign.
The design as is has an eyesore of a color scheme, some sort of graphic that is not
identifiable covering the entire face of the bottle, fonts that are far from visually appealing,
and a logo that is a little too 1930s.
How can we fix this?
The target audience for this product should include millennials and younger adults
who are in love with everything minimal and clean in todays society. Most people
would completely pass over the original design and grab for the proposed redesigned
product when walking past both in a grocery store aisle. This target audience would
be able to increase sales for Western Family because millennial and young adults are
a huge percentage of the people who actually buy soy sauce. This minimal style is
not only trendy to this target audience, but it also appeals to generation X and the
baby boomers as well, helping us to reach as wide range of consumers. This target
audience tends to be tighter on money than the older generation, so they will be
drawn toward this product even more since it is a less pricey brand, AND it looks more
visually appealing.
By taking on this redesign project, Western Family will be able to push ahead of their
competitors while also holding true to their devotion to quality and value.
Logo Redesign
Recommended Size:
.5 inch tall x 1.5 inches wide

Placement Recommendation:
This logo should be placed on the front of all Western Family products, on the top
center of the design. We want this logo to be quickly identified by consumers so that
they can pick out our products amongst others on a shelf.

Color Options:
When printing in color, use the top logo provided. The red color included in the logo
is the same Deep Rose included in our color pallette on the following page. When
printing in black and white, the logo will look like the bottom logo provided here on
the right page.

Be sure to always include the trademark with the logo to guard against copyright
issues that could potentially arise.
Color Scheme
1. Deep Rose 2. Blood Red 3. Parchment 4. Black
Hex: #51201f Hex: #441b18 Hex: #e6e8d1 Hex: #000000

C: 42% C: 45% C: 9% C: 0%
M: 83% M: 81% M: 4% M: 0%
Y: 74% Y: 74% Y: 19% Y: 0%
K: 60% K: 68% K: 0% K: 100%

R: 81 R: 68 R: 230 R: 0
G: 32 G:27 G: 232 G: 0
B: 31 B: 24 B: 209 B: 0

PANTONE PANTONE PANTONE PANTONE

490 C 4975 C 7485 C Black 6 C
Body Font Title Font
Avenir Light
Use: Body Copy Use: Titles
Size: 6-10 pt Size: 24-36 pt

This font is a default on most computers, This font can be found on dafont.com
but can also be found at dafont.com in the various decorative section.

Abc
Flat Package Design

Proudly distributed by WESTERN FAMILY

FOODS, INC.PO Box 4057, Portland, OR
97208 U.S.A. Copyright 2011
westernfamily.com
Photography & Ad Design

www.westernfamily.com