Brand Revamping and Packaging Redesign

Brand Revamping and Packaging Redesign

Known for its range of flavors, Klast gum has been a firm favorite for Saudi families since the 2000s. The supermarket flavored gum category is a confusing mix of pack formats and brands with a mass of product messaging. The aisle was also often overlooked from a brand maintenance point of view and had also attained a reputation of products high in sugar and lacking any long-lasting flavor.

I saw the opportunity of revitalizing the category by rethinking the product formulation, fortifying the products with sugar-free bursting flavors, and a new packaging format. In doing so the brand would raise the bar for the category and improve the shelf impact which needed to be refreshingly bold, fun and aspirational.

I recreated the brand into a simple and proud brand mark which stretched across the entirely new 5 packs shouting out of a new brighter color palette. A new cartoon-stylized illustration set of flavor callouts was created which added the fun factor back into the packaging. A flavor matched colored background helped tell the Klast Gum story. These new elements put the serious fun and enjoyment back into the brand and seriously shakes up the category with a new personality.

CREDIT

  • Agency/Creative: Andrew Hesham
  • Article Title: Brand Revamping and Packaging Redesign
  • Organisation/Entity: Freelance, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Egypt
  • Market Region: Middle East
  • Project Deliverables: Brand Experience, Brand Guidelines, Brand Redesign, Brand Refinement, Packaging Design, Product Architecture, Rebranding, Tone of Voice
  • Format: Blister-Pack
  • Substrate: Plastic, Pulp Paper

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