I developed Pulse to speak to a target market of young, vibrant, and energetic people. Fittingly, the tagline 'not for the faint of heart...' is incorporated into the packaging design. It is made visible once the consumer tips the container to release the gum. To further enhance the theme, heart monitor lines are used as a large part of the brand's image.
Another unique part about the packaging is the slider closure at the top. It makes the design of the package sustainable because it eliminates the need to wrap each piece of gum individually or use plastic shell containers. It is also successful in keeping a large amount of gum intact while in transport.