Type of Project: Packaging Design | Programs: Adobe Illustrator, Photoshop | Equipment: Gold Foil Machine
Creative Brief
Before beginning to design, I researched other gum companies and created a creative brief to determine who Chewz would be marketing to and what other gum companies are creating.
Introduction: Chewz is a company that focuses on its consumers choosing their own flavor whether it be by luck or the buyer's choice. We strive to make buying gum a fun experience and hope that our boxes can be collectable, similar to other sets of playing cards.
User and Target Audience Groups: The target audience we focus on are elementary or middle school children.
Mission: This company will start a new trend in the gum industry. The goal is to make the packages collectable and more interactive than just a case for gum.
Competitive Landscape: Other competitors tend to stick with colors and visuals associated with a certain flavor. These aspects are shown in our designs as well, but not for the whole design. Brands also seem to use circular shapes along their packaging to associate themselves with bubble gum since you blow a circular bubble. Competitive Brands are Extra, Orbit, 5 and Trident.
Business Objectives: Chewz has a design that is different from the circular designs gum packages have but include color and iconography that a consumer can recognize and associate with gum.
Creative Strategies: There will be similar aspects in Chewz designs like other companies do, such as color and iconography, so consumers will be able to recognize that it is gum on the shelf.
Functionality Specifications: The design of the package will be based on a cigarette package design. This will simulate a card box and will give the design on the back a cleaner look then if it were a regular gum package.
Comparisons: The brand takes gum to another level and creates a collectable experience including customized wrappers and cards that are unique to each package.
The Process
After the creative brief and rough sketches. I refined my idea by sketching a variety of box designs using the circular elements other gum companies utilize in their packaging. In order to visualize the design on the packaging, I created a die cut and applied a mockup design to it to see how it would fit.
Designs on Die cut
After defining my die cut, I began designing all the elements for the packaging. Each box has a different color and card suit design that correlates with the flavor.
