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Clean simple eating at an afforadable price
Table of Contents
Redesign Plan pg. 3 Style Guide pg. 4 - 5 Package Design pg. 6 Product Photography pg. 7 Magazine Ad pg. 8 - 9
Redesign Plan
Product Name: Ragu Pasta Sauce
Target Group: The target audience for this product is geared towards
those that cook, which includes a wide variety of ages in adulthood, beginning with young adults. The product also targets an audience that prefers healthy but affordable foods. Because of this, the brand gives a cheap feel and wouldnt lead a customer to believe it had the best quality. The idea is to redesign this product to revitalize its image and entice other target groups.
sauce for moms and families world wide. Ragu began with the Italians Giovanni and Assunta Contisano in 1937, when they brought their homemade and authentic recipe with them from Italy. As they grew, they opened a Ragu plant in their backyard and by 1971, Ragu became the first jarred pasta sauce that was available nationally and has been the leader in other areas ever since.
Brief History: Ragu is a brand that is a healthy and easy to use pasta
Big Idea: While Ragu started with an original and authentic Italian
pasta sauce and is full of vegetables and healthy options, it is seen as a cheaper and less exquisite kind of pasta sauce. The idea of this products redesign is to bring Ragu back to life and remind the public of its roots which is authentic Italian cooking. The current plan for redesign includes redesigning the logo and color palette. With a color palette of greens, reds. and whites to resemble the Italian flag and Italian cooking, the feel of authenticity will be resonant in its brand. The next step for the redesign includes redesigning the labels and the bottles that the sauce comes in. With a more sleek bottle with a different shape and a label to match, this product will soon look like something that came straight from Italy. To increase sales, awareness will be increased with advertisements in magazines and online with pictures of the new packaging and branding.
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Style Guide
Alfredo Cream RGB: 255, 242, 226 CMYK: 0, 4, 10, 0 Hex: #fff2e2 Pantone: 7604c
Basil Pesto Green RGB: 152, 190, 15 CMYK: 46, 6, 100, 0 Hex: #98be0f Pantone: 376c
Cherry Tomato Red RGB: 219, 79, 28 CMYK: 9, 83, 100, 1 Hex: #db4f1c Pantone: 173c
Fonts: Packaging Lakesight
St. Marie Thin Logos and taglines on packaging should use Lakesight font. Body copy and ingredients should be written with St. Marie Thin font.
Fonts: Marketing Lakesight
St. Marie Thin Body copy for all marketing and branding should use St. Marie Thin. All headlines and tags should use Lakesight and all newly branded logos.
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Style Guide
Logos
The newly redesigned logo should be promoted and used whenever possible. The color logo should be used in almost all occassions and the black and white logo will only be used when necessary. The logo should be used in all marketing and branding pieces to distinguish the product and its redesign. The placement of the logo should always leave room for space around all sides and edges, with no less than 1/4 and no more than 3/4. The logo should always be placed in the top of marketing peices and follow the new packaging for placement as seen in the accompanying product.
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* Percent Daily Values are based on a 2,000 calorie diet.
The following are the packge and label design for Ragus new look. The label to the right is the main label that will be placed around the entire bottle. The label below is for the top of the lid of the Nutrition Facts bottle and should be placed there.
Serving Size 12 Cups (1g) Serving Per Container 6
Amount Per Serving
Calories 140
Calories from Fat 100
% Daily Values*
Total Fat 11g Saturated Fat 6g Trans Fat 0g Cholesterol 30mg Sodium 370mg Total Carbohydrate 7g Dietary Fiber 2g Sugars 5g Protein 3g
17% 30%
10% 15% 2% 8% 6%
Creamy Tomato
Since Ragu opened in 1937, it has been our goal to bring healthy authentic Italian pasta sauce to families everywhere.
Pastas Favorite Sauce
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* Percent Daily Values are based on a 2,000 calorie diet.
Creamy Tomato
Nutrition Facts
Serving Size 12 Cups (1g) Serving Per Container 6
Total Fat 11g Saturated Fat 6g Trans Fat 0g Cholesterol 30mg Sodium 370mg Total Carbohydrate 7g Dietary Fiber 2g Sugars 5g Protein 3g
Amount Per Serving
Calories 140
Package Design
Calories from Fat 100
17% 30%
10% 15% 2% 8%
% Daily Values*
6%
Product Photography
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Magazine Ad
To begin advertising the new re-invented Ragu pasta sauce and vamp up the companys image, advertisement is a key component to that. By bringing a new set of ideas to Ragu and re-establishing their beginning beliefs of pure sauce full of vegetables and products that are all home grown and sold at a decent price, Ragus designs reflect those goals. Since the target audience is mainly mothers, advertising in magazines is an option with a lot of reach and impact. By using a simple advertisement to reflect the simplicity of the product, the advertisement not only brings out the best in the new redesign, but it also sticks out from other magazine advertisements that are much more busy and loud.
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Pastas Favorite
After 77 years in the business, weve decided to go back to the basics. Simple sauce from home grown vegetables that are perfect for your family and completely affordable.
Choose Ragu
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