By Kristi Wallwork
Table of Contents The Plan Fonts Logos Packaging Photography Advertising
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The Plan: Product: Shasta Beverages, specifically Tiki Punch Target Group: The primary target group is housewives/moms looking for an inexpensive drink for their family dinners and picnics. The secondary target group is youth ages 14-20ish. Teens drink a lot of soda, and I think that Shasta is missing out on a lot in this demographic. History: Opened in 1889 at the base of Mt. Shasta in the Cascades, Shasta originally bottles and sold naturally carbonated water found in a spring there. The water was a hit. They started selling it on the Pacific West Coast. In 1928, the Shasta company came under new management, and real changes happened. They started adding different flavors and expanded their product.. In 1950, Shasta revolutionized the soda industry. They started packaging soda in cans, introduced low calorie soft drinks, and shipped their product directly to the grocers wholesale. Shasta is an ancient Indian word meaning whiteness and purity. The company was bought again in 1960 by Consolidated Foods Corporation and was renamed Shasta Beverages. In 1985, Shasta switched hands yet again, landing with National Beverage Corp. During this period the 3 liter bottle, 18-packs, and 16-ounce cans were introduced, as well as a line of Hispanic flavors. There are currently 22 flavors of regular soft drinks produced, and 11 diet flavors. Big Idea: To me, Shasta’s packaging has always looked kind of cheap, which was good because it’s inexpensive. But I want to spruce up the label, make it look more modern and sophisticated. I think by redesigning this product, a bigger demographic will be attracted. I want to eliminate some of the fussy aspects of the label design. I think I’ll remove the tiki man from the can and change the script font the company name is currently in. Shasta Beverage Company is currently doing throwback products, with old school cans and the slogan. “ It hasta be Shasta”, this will continue to be the slogan I use.
Font: Geometry Soft Pro Use in headers and titles.
Magnificient
Use for body text and general use.
Deep Blue
C= 92 R= 0 M= 12 G= 159 Y= 0 B= 222 K= 1 Hex: 009fde Pantone: 2925 C
Yellow
C= 0 R= 255 M= 5 G= 230 Y= 100 B= 0 K= 0 Hex: ffe600 Pantone: 803 C
Dark Red
Orange
C= 0 R= 238 M= 97 G= 42 Y= 87 B= 50 K= 0 Hex: ee2932 Pantone: 1788 C
C= 0 R= 251 M= 38 G= 169 Y= 100 B= 25 K= 0 Hex: fbaa19 Pantone: 7409 C
Logos: Logo size is dependent upon the shape and size of printing area. The logo should never be distorted, and when possible should be printed in color to show visual contrast, though it can be printed in grayscale as well. The “Shasta” part of the logo should always be larger than “Tiki Punch” The two should fit evenly upon each other, forming a rectangle.
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Packaging: Old:
New:
Photography:
Advertising: This ad features a transparent background that allows the consumer to pose next to the giant soda bottle for a nice photo opportunity. The ad will run on the side of bus stop shelters in highly populated areas.