Excel Gum Redesign
Speculative Packaging Design
(Left) Current Package Design, (Right) Reimagined Packaging
In an attempt decrease waste from packaging for the Wrigley Corporation a proposal was made to create a reimagined version of the popular gum Excel. This speculative work would focus on creating and designing packaging that would remain functional while requiring less material. The material used is a food safe compostable plastic that is sturdy and resistant to environmental factors while also being easily disposable and renewable.
To manage portability we preserved the original shape and size of the packaging but changed the form into that of a pouch that could easily slide in and out of pockets. This also prompted the addition of a Ziplock closure that eased usability when accessing the gum. This also allowed for reusability of the packaging once all the contents are consumed.
In redesign the visual aesthetic of the packaging the goal was to create something that would be easily recognizable to consumers that are familiar with the brand, while also being modern and attractive to the new generation of consumers. This was done by minimizing the iconography and using aesthetics that consumers associate with modernism such as white backgrounds and icons.
After many iterations a front design was chosen and the packaging was finally able to come to fruition. The redesign was able to create a more sustainable package by minimizing material and maximizing reuability all while maintaining shelf appearance for consumers.