Product Redesign By Devin Graves
The Plan History
Nutella is marketed in over 75 countries across the globe, and outsells all brands of peanut butter combined worldwide. It began in the 1940s and became popular because it was 6 times less expensive than chocolate. Their website appears to have a family based target audience, but the packaging doesn’t exemplify this. It appears outdated and plain. It doesn’t give the appeal that the product has to offer.
Target Audience
I would also like to make it seem more modern and trendy so that it appeals to a younger audience. College students in particular. It is a product that is a little bit pricey for college students, but I feel that if the advertising and product design was targeted toward this age group, then sales could increase. I don’t want the changes to be so drastic however, that it scares away current customers.
Big Idea
One of the things I want to do to the package, is create the idea of “tasty unique creamy chocolaty taste. Mixed in that taste is a roasted nut flavor that will delight your taste buds as you enjoy each mouthful.” I think that by creating a more appealing label that sells the taste of the product, it would appeal to more than the faithful clientele. I feel that the logo is fine, but there isn’t a lot to it. I enjoy the simplicity, but I think it could be a bit more modern. So I may go bold and redesign the logo. I think putting a picture of the product (rather than the cheesy cartoon on it now) will assist in advertising as well. I’ve been looking at other spreads (mainly peanut butter) for many of my ideas.
Logo Color Logo
The logo is to be place on a contrasted, preferably white background. The logo should always be large enough so that nutella is easily read on store shelf.
Packaging Placement
Black & White Logo
The black & white logo should be avoided, but in instances where it is necessary, it should be placed on a white background, and follow the sizing mentioned under Color Logo.
Nutella should always be placed on both front and back of the product, although it is unnecessary for the logo to appear large on the back. Placed in the lower right hand corner discreetly is preferred. In advertising as well, the logo should appear twice. Once in the main body of text, and a second time in the subscript.
Package Design Nutella (nü\’tel\ A tasty unique creamy chocolaty hazelnut that will delight your taste buds as you enjoy each mouthful. (a
Made with over 50 Hazelnuts per jar Contains no artificial colors Contains no artificial preservatives
Hazelnut Spread with Skim Milk & Cocoa
Add some taste to your breakfast and spread Nutella® on whole wheat multigrain, bakery breads, bagels, english muffins, waffles, toast, croissants or crepes.
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Serv Serv Calo Fat
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INGRE HAZEL MINER AN EM
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Nutella (nü\’tel\ A tasty unique creamy chocolaty hazelnut that will delight your taste buds as you enjoy each mouthful. (a
Made with over 50 Hazelnuts per jar Contains no artificial colors Contains no artificial preservatives
Hazelnut Spread with Skim Milk & Cocoa
Add some taste to your breakfast and spread Nutella® on whole wheat multigrain, bakery breads, bagels, english muffins, waffles, toast, croissants or crepes.
Nutrition Facts Serving Size 2 tbsp. (37g) Servings about 10 Calories 200 Fat Cal. 100 *Percent Daily Values are based on a 2,000 calorie diet.
Amount/Serving
%DV*
Amount/Serving
Total Fat 11g Sat. Fat 3.5 g
17% 18%
Trans Fat 0g Cholest. 0mg Sodium 15mg
0% 1%
Total Carb. 22g 4% Fiber 1g 3% Sugars 21g Protein 3g
Vitamin A 0% • Vitamin C 0% • Calcium 4% • Iron 2% • Vitamin E 10%
INGREDIENTS: SUGAR, MODIFIED PALM OIL, HAZELNUTS, COCOA, SKIM MILK, REDUCED MINERALS WHEY (FROM MILK), SOY LECTHIN: AN EMULSIFIER, VANILLIN: AN ARTIFICIAL FLAVOR Excl. Dist. Ferrero U.S.S. INC. Somerset, NJ 08873
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Visit us online at www.NutellaUSA.com NET WT 13 OZ(371g) Questions? Call: 1-800-NUTELLA Do not refrigerate or microwave