Case Study:

BUBL GUM

These designs POP OFF! Below is a case study for the brand BUBL. If you’re a kid or kid at hear age 7 - 97, this gum is for you. This color changing gum will BLOW your mind with its popping flavors and cheeky packaging. CHEWs this brand and normal gum will seem bland. This project started out as a packaging label series and quickly became a fully branded package design series. Scroll to see how this brand came to be.

The Design Process

Product Profile

Product Name: BUBL

Product Description: Multicolored gum that comes in exotic flavors (Blackberry Blast, Raspberry Rush, Fruity Flare)

Target Audience: This product is fro everyone from kids to kids at heart ages 7-97. People who want both flavor and color and won’t settle for basic gum. If you can’t sit still and you’re looking to make things interesting, this is the gum for you.

Brand Personality: Bold, outgoing, spicy (only in the metaphorical sense), and most of all colorful.

Product Differentiators: This gum is multi-colored and doesn’t include your standard flavors.

Brand Audit

After establishing BUBL’s brand, I researched the packaging of several established gum brands including Orbit, 5, Extra, Juicy Fruit, Hubba Bubba, and Bubble Yum. I analyzed the packaging for each brand to determine what works versus what needs improvement. I kept this research in mind when I began concept sketching.

Sketches and Initial Concepts

Panel Layout Drafts

I began drafting the outside panels before designing the die cut for the whole box because originally, the packaging was only supposed to consist of a label that would wrap around a pre-existing box of gum. Once I’d nearly finalized the labels, I decided that the packaging would look much more seamless as part of the box itself so I turned them into the foundation for the design of the boxes.