Design Background

Orion (the English name of 好丽友 brand ) Sugar-Free Chewing Gum, a classic health-focused oral care product, with another great advantage of “diverse fruit flavors,” which hasn’t been intuitively perceived or remembered by consumers. To address this, Orion partnered with ShinyBay to give this fruit gum packaging a fresh new look. The goal was to maintain brand recognition while infusing the new packaging with a sense of deliciousness and using youthful visual language to enhance the product’s appeal.

Design Insights and Challenges

Research revealed that existing gums product lacked first sight visual appeal for the target young demographic. The traditional appearance of packaging didn’t meet consumers’ expectations for a refreshing and stylish look. To stand out among competitors, the product needed a more impactful and memorable packaging design.

Packaging Design Strategy

To meet this challenge, we centered our creativity around the concept of “Fruit Force Vortex, Bring Colorful Enjoyment” and developed a new visual system. We created a simple yet lively geometric vortex graphic, with three types of fruit converging from the edges to the center, forming a dynamic fruit vortex that immediately conveys the product’s multi-fruit flavor features. We aimed to visually represent the burst of flavor in the mouth on the packaging, captivating young consumers at first sight. In terms of color, the new packaging simplifies the high-saturation color scheme and incorporates a gradient with more depth, enhancing the brand’s series and effect on shelves. The brand name, in a newly designed font, breaks free from a circular boundary and integrates into the design in a more modern and dynamic manner.

Post-Upgrade Performance

The new packaging establishes a unique visual identity for the brand, injecting it with new sense of vitality. The colorful fruits evoke consumers’ imagination of healthy fruit flavors, and the “Fruit Force Vortex” creates a vibrant atmosphere.