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CREST WHITENING GUM BRAND EXTENSION PACKAGE DESIGN
PROJECT OVERVIEW This Brand extension for the dental hygiene company Crest was developed for GD3470 3-D Packaging at The Rocky Mountain College of Art and Design. The project involved extensive research into the brand and finding an appropriate avenue for brand extension. A whitening gum seemed like a logical choice for a dental hygiene company, and I began designing the package using the bold letter “C” in the brand logo and noticing that it looks like the shape of a mouth. I used the square shape of the gum to imitate teeth inside the mouth when the package is open. The odd shape of the package would make it easily stand out on a candy shelf, as well as hold the contents in place, making the package more durable. I used Adobe Illustrator to create the dielines of the package, and Photoshop to add the color and text. METHODOLOGY The object of this assignment was to take an existing company, research the current market for that brand, and find a product that could hypothetically be an extension of that brand. I chose Crest the company and since their products are geared toward dental hygiene, the logical move was to create a dental whitening chewing gum. Then we were to create a package for this product. In my thumbnail sketches I came up with several different ideas for an extension product, and package designs. The strongest of which was the simple gum package that used the 'C' in the Crest logo as the identifier, for the product. Forming the package to the shape of the 'C' with a tear away opening gave a creative look to the package as the gum tablets formed the shape of teeth inside the 'C' creating a look of a smiling mouth. Since the package is small, the text had to be very clean and legible. I used the Corbel font family (Bold, Italic, and Regular) for all the body text outside of the standard Crest logo, and kept true to the color palette of the brand. typography
Corbel Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Corbel Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Corbel Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
color palette
e71e26 000000 007fcd FFFFFF
BRAND EXTENSION THUMBNAIL SKETCHES
REFINED CONCEPT SKETCHES
FINAL PROTOTYPE IMAGES
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