Product Redesignfor Madhava

Product Redesignfor Madhava Agave by:

To learn more about the designer

and her processes

Visit her website at

www.malorieaaron.com

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Redesign PlanProduct Name:Organic Agave Light

Mission Statement:To provide healthier sweet food choices that people trust and love.

Target Market:Health conscious women between the ages of 25 and 45. Education ranges from high school graduates to post college graduates. The majority of the target market have graduated high school, and have at least 2 years of college experience. Though a portion of these women are professionals, the majority are mothers and all of them care about sugar consumption in their homes. They are always look out for alternatives to high processed sugars and foods.

Product History:In 2003, Madhava was the first company to introduce organic agave to the U.S. market. Agave nectar is known as the super sweetener, made from the natural juice of the blue agave plant. Madhavas agave is organically grown and sustainability farmed in the Sierra Madres region of Mexico.

Agave nectar is derived from an extremely hearty desert plant, the Weber Blue Agave. Since it receives its annual water needs from the local late summer rainy season, agave can be grown without any irrigated water. And since it thrives in poor soil, its naturally pest-resistant. These factors help eliminate the need for pesticides and chemical fertilizers, making it even easier to maintain agricultural practices that meet organic certification standards. Blue Agave Tequilana is native to Mexicos rugged terrain in the state of Jalisco and has been farmed since the days of the Aztec for food and fiber.Product history taken from Madhavas website.

Redesign Plan:The current package is not an eye catcher. If someone were not specifically looking for it, they wouldn't notice it on the shelf at the grocery store. The goal for this package redesign is to help the package advertise the product and grab shoppers' attention while it's sitting on the shelf at the store.

With a design that will grab the attention of the perusing shopper, Madhava Agave will sell better and warrant more brand loyal consumers due to the feel good design and classiness of the packaging. The product will sell better and consumers will enjoy having the same agave they love with a more elegant and sophisticated feel.

Agave is not a low end product and the packaging should make the customer feel like they are getting a quality product that they love to use or keep on their counter top.

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Magazine Ad:

Mock Up:

Madhava Agave should be advertised in magazines whose primary audience is women between the ages of 25 and 45. Some appropriate magazines might be health and nutrition, fitness, food, or lifestyle.

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Advertising Assets:Photos:

Guidelines:A strong association with the agave plant or Aztecs is encouraged in the advertising of Madhava Agave. Use images that are harmonious with the color scheme listed previously. Any photos or graphics used in advertising should be subordinator to the depiction of Madhava Agave.

Including the Madhava logo in the bottom right corner of each advertisement is required.

Agave nectar is derived from

Agave plants grown in Mexico.

There are several processing

methods used to obtain the syrupy

sweetener, but you cant just tap

into the plant like you would with

maple syrup.

Table of Contents

2 Redesign Plan

3 Pattern Uses

4 Color Scheme

5 Brand Logo Rules

6 Label Print Design

8 Photography

10 Advertising

12 Advertising Assets

Did you know?

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TypographyMain Font:Custom made

Secondary Font: Colaborate - Regular

Body Copy Font:Colaborate - Light

Size Recommendations:Size for subheadings: 16 pt & 24 pt Size for body copy: 6 pt & 7 ptSize for body Headings: 12pt

Color SchemeMetallic TealPantone Metallic 8264 CHex: # #21797cRGB: 33, 121, 124CMYK: 73, 2, 0, 51

Aztec TealPantone 7476 CHex: #0d5257RGB: 13, 82, 87CMYK: 85, 6, 0, 66

Muted GoldPantone 1245CHex: #c69214RGB: 198, 146, 20CMYK: 6, 35, 99, 18

Metallic GoldPantone Metallic 8385 CHex: #a47c39RGB: 164, 124, 57CMYK: 0, 24, 65, 36

Midnight TealPantone 5463 CHex: #07272dRGB: 7, 39, 45CMYK: 100, 45, 38, 90

The goal of this redesign was to elevate the Madhava Agave to a more refined, elegant image. The entire design, from the fonts to the color scheme to the layout and shape of the bottle were inspired by the Aztec culture.

I chose to incorporate the gold colored props into the final product shoot because it helps to communicate elegant, classy and smooth.

Final Product:

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AdvertisingBillboard Ads:

Mock Ups:

When Madhava Agave is advertised on billboards, those billboards should be in city areas such as on a parking garage or a near the highway or interstate. Avoid using billboards in rural areas. Madhava Agave should be associated with practical, yet luxurious lifestyles.

Pattern UsesDo:

Use AGAVE pattern without repeating it

Repeat the AGAVE pattern multiple times

Dont:

Make the pattern too small

Use parts of the AGAVE pattern individually (aka separate parts of the pattern)

Use the product logo version of the AGAVE pattern (the one with the square G)

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Agave nectar is about one and a

half times sweeter than table sugar,

which means you need to use less

to reach the same sweet point. That

works out to slightly less calories

for the same level of sweet.

Did you know?

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Label Print DesignBleed =

Label Size/ Trim Area =

Crop Marks =

WHAT IS AGAVE?

ORGANIC

Light

1.4 X SWEETER THAN SUGAR USE LESS, SAVE CALORIES

For the Agave prototype package, I had to manually foil the areas that will eventually be a metallic pantones on the label. In production, the gold foil areas will use Pantone Metallic 8385 C and the teal foil areas will use Pantone Metallic 8264 C. For purposes of this prototype, the label is run through the printer twice. Each time the only ink used is a black toner ink. The first pass prints only the areas that will be foiled and the second pass prints the non-foiled type.To see the process, go to The Madhava Agave Case Study

Nutr it io Fa ctServing Size 1 Tbsp. (21g)Servings Per Container 22.

60

0gSaturated Fat 0gTrans Fat 0g

0m0m

16Dietary Fiber 0gSugars 16g

0g

Calcium 4% Iron 8Percent Daily Values are based on a 2,000 calorie

i

Values may be higher or lower depending on your ca

l

Calories 2,00 2,50Total Fa Less tha 65 80 Sat Fa Less tha 20 25Cholestero Less tha 300m 300mSodium Less tha 2400mg 2400mgTotal Carbohydrate 300g 375g Dietary Fibe 25 30

Ingredients: 100% pure organic agave

Store in a cool, dry place.

Bottled & D istribute d by : Madhava Natural SweetenersLongmont, CO 80504800.530.2900

Certifie d Organic by :Colorado Dept. of Agriculture

Product of Mexic o

Agave is an all-natural sugar replacement

made from the juice of the agave plant. It's a simple plant-based food that is a healthy alternative to processed sugar and artificial sweeteners. Just pure, sweet deliciousness.

23.5 oz (667 g)

PhotographyCurrent Packaging:

Redesigned Packaging:

Before & After Comparison:

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Brand Logo RulesOk to use logo like this:

Must be a solid color. Color must be from approved color scheme

Do not use logo like this:

Do not use multiple colors

Do not use colors not from approved color scheme

Measurement Guides:

It has a slightly lower glycemic

index than table sugar, due to the

fact that glycemic index measures

only glucose levels, and agave

nectar has less glucose than sugar.

Did you know?