5 Gum

Upping the Stickiness Factor

Visual Identity, Packaging Design, Adaptive Design

When 5 gum brand launched, it launched big - skyrocketing to become a half-a-billion-dollar brand in a few short years. With this explosive, positive growth came one particular side effect: rapid SKU proliferation.

Wrigley needed a solution for creating brand consistency. We were eager to partner with them to help identify the brand’s essence both visually and verbally. Ultimately, we clearly articulated the essence through a set of guidelines that demonstrate how that experience extends to all touch points–including packaging – to build a stronger, globally recognizable brand presence.

A lazy image
A lazy image


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