Product Re-Designfor Madhava

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, with the highest majority having graduated high school, and with at least 2 years of col-lege 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 sustainably 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 even notice it on the shelf at the grocery store. The goal with this package redesign is to help the package advertise the product and grab shoppers' attention while it's just sitting on the shelf.

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.

Color SchemeDusty TealPantone 7475 CHex: #487a7bRGB: 72, 122, 123CMYK: 69, 12, 30, 36

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

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

Whinnie GoldPantone 124 CHex: #eaaa00RGB: 234, 170, 0CMYK: 0, 27, 100, 8

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

TypographyMain Font: Handmade

Organic: 16 pt Com4t Fine Regular Light: 24 pt Com4t Fine RegularBody Copy on Back: 7pt Com4t Fine RegularHeader on Back: 12pt Com4t Fine Regular