Whitney Claflin

Product Plan

Table of
Contents
Product Plan

Style Guide

2-3

Logo Design

4-5

Package Design

6-7

Photography

8-9

Product Ad

10-11

Product:

Western Family Olive Oil (Extra Virgin)

Audience:

The audience is primarily adult woman, ages 20+, who come to the
grocery store and buy food for their family. This design needs to be
aesthetically appealing to them, because the product already has
an affordable price. It needs a design that can compete against the
pricier olive oil brands.

History:

Western Family is based in Tigard, Oregon. In 1934 a group of

retailers began creating the brand and it was established on
December 19, 1963. Western Family is committed to having a good
quality product at an affordable price. Our mission always has been,
and continues to be, to provide products of the quality you want and
the value you need (Westernfamily.com).

Big Idea:

Western Familys message is to provide quality for a good price,

so keeping the same cost effective packaging is necessary for this
product redesign. By only changing the design of the label the
product will remain cost effective, using the same type of sticker,
printing quality for the label, and cost friendly bottle. The new design
will achieve Western Familys mission of quality through the modern,
clean, and appealing design.

STYLE GUIDE

Colors

Fonts

Neou
Thin

This font is used for the titles in the product design. It is

used between 19-25 pt. font and Nordica Hairline is
used for the lowercase version of this font, since Neou is
only available in capitol letters. Olive Oil is used with this
font as well as the Western Family logo.

Learning
Curve

This font is used as the subtitle font throughout the design.

It is used for the types of olive oil - extra virgin for this
design. Use the regular weight of the font, adding .3 stroke
to add thickness for emphasis, and size the font between
26-50 pt.

Helvetica
Light

This is the body copy font for the book. The light weight
is used to complement with the modern font used for the
titles. Size the font between 8-11 pt.

CMYK: 75-68-67-90
RGB: 0-0-0
Pantone: Black 6 C
Hex: #000000

CMYK: 0-0-0-0
RGB: 255-255-255
Pantone: 663 C
Hex: #ffffff

Extra Book Color:

CMYK: 65-59-57-38
RGB: 77-75-76
Pantone: 7540 C
Hex: #4d4b4c

CMYK: 45-31-100-7
RGB: 147-146-53
Pantone: 7747 C
Hex: #939235

LOGO Design

Placement
When using the new Western Family logo there needs to be a decent amount of
space around it. This is important so the product name, design and logo dont
seem cluttered and distracting.
Here is a guide of the space that is necessary for the logo placement. Use the E
to judge the least amount of space that the logo must have between it and another
object, but more space is welcomed.

Color and Size

The Western Familys new logo only comes in black and white variations. This
brings a modern, simple twist to the Western Family product line.
When choosing a size for this logo it should never be smaller than 1 inch wide.
Its a logo that can be sized small, but the est. date in the logo design should
still be legible. Otherwise, the logo can be as big as needed, whether its for a
billboard sign or a small product in a store.

front label

Package Design

back label

This is the front and back sticker label for the olive oil bottle, replacing the previous
wrap around label. Having the oil show through the sides of the bottle, causes the
contents of the bottle to be the focus, and displays the simple, classy look desired.
This makes it compete more effectively with the other olive oil brands.

Label Size

Front Label:

Width: 1 7/8 in
Height: 4 1/4 in

Back Label:

Width: 1 3/4 in
Height: 4 1/4 in

Lid Sticker:

Width: 1 1/8 in
Height: 1 1/8 in

lid sticker

PhotoGraphy
Below is the olive oil re-design result. The images were photographed on a kitchen
table, using white poster board and window lighting to create a fresh, light display.
This appropriately showcases the new design.

Before

After

Product AD
This magazine advertisements goal is to showcase the new design of the olive oil.
It presents a modern and sophisticated appearance, which is often reflected by the
customer as a quality product. Start bringing quality to your food TODAY.

magazine
mock-up

10

11