Led naming and initial packaging concept design for Wrigley’s 5 Gum, a brand created to make stick gum “cool again” for a younger adult audience. The identity centered around a sleek black package design and a sensory-driven experience inspired by the five human senses. To reinforce the tactile nature of the brand, layered printing techniques—including debossed linear patterns with gloss and matte varnishes—were developed to create depth, texture, and a distinctive shelf presence. The launch was a major commercial success, reaching a 13% market share within its first three years on shelves. In 2010, 5 Gum was named one of Ad Age’s Hottest Brands.
Designed at Baker, Icon Rendering: Paul Afong, Jr.
Art Director: Doug Shoemaker