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Redesign PlanProduct Name:

Shasta Target Group:Teens and Adults Brief History:The comany was founded in 1889 and is inspired by a mountain in Cascadesnear the California/Oregon border. The mountain is named Shasta which

means white and pure in an indian language. A group of businessman saw anopportunity of carbonating the natural spring water from that mountain. 1928,the brand became under new management renaming the company, Shasta Wa-ter Company, making flavored cabonated water. Throughout the 50s and 60s,big changes occured with packaging into cans, making low calorie drinks, andshipping to grocers using wholesaler channels. 1960, the company was re-named Shasta Beverages. in 1985, the company was bought by the NationalBeverage Corp., and the company continued to innovate with new flavors and

designs.+

Big Idea:The Shasta label has never been appealing to me and it always rubbed off asbeing a store brand. It is not a store brand, it is just a low-end soda brand. Ithink that if they were to redesign their label and brand image, the company could have more success.

The brand has always seemed old to me, somewhat of a vintage feel. I decidedto redesign the product into a vintage style using an old masters color schemeand vintage type artwork. If it is done in a new fashion meaning, making itfeel new and exciting with a vintage label, it could do well. The vintage sceneis coming back, and has been for a couple years, so I think it could be a hit. Itwould definitely be a hit with those who like vintage things, hipsters, and teenslooking for somthing fun and exciting.

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Style GuideColors: Pale Kiwi

CMYK: 40 0 81 0RGB: 163 213 95Pantone: 367 CHex: #a3d55f

Dark KiwiCMYK: 71 30 100 14RGB: 84 127 35Pantone: 364 CHex: # 547f23

Strawberry CMYK: 16 98 99 5RGB: 198 65 40Pantone: 7598 CHex: # c64128

Dark Strawberry CMYK: 22 96 100 15RGB: 173 39 13Pantone: 7626 CHex: # cb3725

Fonts:Title Font:

ARB 85 Poster Script

The font size should be quite large, approximately 72 pt on the product label.

Body Font:Bellarose

Bellarose Bold

Bellarose italicized

The font size should be approximately 28 pt on the body of the productlabel.

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Style GuideLogo:The logo is as pictured below, although on the product the primary color will bewhite rather than black. This logo should be used on all products. The size onte product in 2 liter form should be 5 inches long. It should be placed on thefront of the product near the top of the label. In print, variations in color may be applied as solid colors.