Goal:
To create a gum brand aimed towards women, with an emphasis on package design.
Approach:
I had an idea for a brand of gum that specializes in fruity flavors, and I wanted something that is inherently very fun, flirty, and cute, but also very cheerful and encouraging, so I combined the two together and create Fruities.
The overall message of the brand is for girls to be confident and comfortable in themselves, so I illustrated a distinct Fruities mascot for each flavor type and assigned color schemes to break out of the typical mold and redefine what it means to be a girl. I also customized the gum wrappers so that there would be a confidence boost in every piece of gum, something like “You look great today!” that focuses on the theme of self-confidence.
Next: Expressive Type: UNITE
