wiki/knowledge/design/didion-plma-sell-sheet.md · 472 words · 2026-04-05
Didion PLMA Sell Sheet — Copy & Design Specs
Final approved specifications for the combined Korn Masa/Arepa sell sheet, captured during the PLMA trade show prep call. The sheet was approved for same-day printing pending implementation of these edits.
Related: [1] · [2]
Status
Approved for print — all edits below were agreed upon during the working session. Michał (Asymmetric) was assigned to implement and deliver the final PDF to Diana Henry same day.
Front Side
Capitalization
- Capitalize all items in the packaging/distribution list (e.g., "Bags, Totes, Private Label Bags, Location Cost Effective").
- Exception: conjunctions ("or," "and") remain lowercase — consistent with the rest of the sheet.
Punctuation
- Replace the ampersand in "totes & 2-10 lb bags" with a comma: → "totes, 2-10 lb bags"
- This aligns with the list style used elsewhere on the sheet (no "and" before the final item).
Title Font
- Keep as-is. "Consistency, quality, performance meets authentic flavor" headline font size was reviewed and left unchanged. It reads as a subtle secondary message, which is intentional.
Back Side
Copy Edits
| Location |
Original |
Updated |
| Opening line |
"We craft the Masa and Arepa flower…" |
"We craft Corn Masa and Arepa Flower…" |
| Key differentiator line |
"We don't just sell Masa." |
"We don't just sell ingredients." |
| Final sentence |
(widow/hanging chad on last word) |
Fix line rag so no single word hangs alone |
Rationale for "ingredients": Broadens the statement beyond a single product name, making it applicable to the combined Korn Masa + Arepa positioning.
Design Changes
- Remove the heavy black footer bar. It feels visually heavy and is inconsistent with the front side, which has no equivalent bar.
- Move the website URL to sit directly below the phone number (currently in the black bar).
- Style the URL in Didion blue.
- Ensure both phone number and URL are left-aligned (match the alignment from the previously printed version).
- Do not add a replacement bar (yellow or otherwise) — keep the footer clean.
Print Notes
- The combined sheet (front + back) is the only version intended for the PLMA trade show. The standalone Korn Masa sell sheet will not be distributed at the event.
- Background color on the back side should match the front — flag if it prints with a pinkish cast (known issue from prior print run).
- Diana does not have a home printer for proofing; the PDF should be print-ready before delivery.
Delivery
- Michał implements all edits and sends final PDF to Diana Henry (
dhenry@didioninc.com).
- Diana prints upon receipt.
- Native design files (Illustrator/InDesign source) to be packaged and delivered separately — see [3].