KisKis Gum created by Gary & Bros Confectionary (Beijing) Co., Ltd., a company focus on mints candy product. After winning success from the candy market in China, Gary & Bros decide to improve their product category and market share. KisKis notices the opportunistic gum market and the consumptive potential of the young generation in China. Hence, it opens a new business in the gum market to youth consumers.

Before any design process, BOX team studying the existing market trend, consumer, especially the habit of young generations in China to establish the brand positioning and character of KisKis Gum. Box team aims to create a series of unique designs that not only adapt to the brand characteristics of KisKis, but also help it catch the attention of young consumer groups.

In the design progress, BOX team considers the consumer experience at first rather than visual aesthetics in traditional design. Given that people sometimes have an awkward moment of spitting out gum, BOX team push the idea further and optimize the design by adding a wrapper box hidden underneath. This little special design combines visual and industrial design aesthetics. Visual design meets the aesthetic needs of the new generation, while industrial design meets the sense of use. This design also creates new value and a new feature for KisKis. In the packaging design, BOX team use a colourful appearances to distinct with other plain gum packaging. The purpose of this is to attract the younger consumers. But at the same time, BOX team keeps the appearances simple and clean to identify the brand name and taste on the packaging. In a result, this packaging design finds a perfect balance between complex and simple.

This project for KisKis is completely winning over Gen zero mind. The pack redefined the model of the traditional gum pack and wrapped it with colourful appearances to fulfil the rising youthful market and perfectly adapt brand taste. Wrapper box not only convenient for people using but also friendly to the environment. Therefore, being eco-friendly becomes easy and people can take the wrapper anywhere anytime without any worries. BOX brand design team made a huge contribution to this project and the brand value of KisKis.