For this project I wanted to repackage a well known brand who already has good package design. I wanted to challenge myself to think conceptually and push the boundaries on an already established brand. I decided to go with Wrigley’s chewing gum, the most well known chewing gum on planet earth and that’s a fact!
My concept plays off the realization that Wrigley’s has been around for over 125 years and they’re “still chewing”. In order to showcase some of the lineage of the company, I went through old advertisements and packaging to get inspired. Instead of getting inspired to create, I was inspired to recreate. Using some old Wrigley’s assets and generating a few of my own, I successfully generated a few different patterns that could be used for the packaging, promotions, and more.
As for the typography and word mark, I used a condensed typeface for the body copy and Wrigley word mark. As for the display type, I hand lettered three of the four labels, but I traced and modified Big Red (the B and the R were just too gorgeous to get rid of).
If you are interested in viewing my research and process, feel free to check out the link below.