Trident Gum

The Redesign

Designed by Eric Butterfield

Table of Contents
Redesign Plan Fonts and Colors Logo Redesign Package Design Photo Comparison Advertisement

Product
Trident Gum

History
The first Trident gum was manufactured in 1960. It was a sugared gum that was designed to combat tartar on the teeth. The tri in the name signifies three enzymes it contained that were said to dissolve the tartar, and the dent alerted consumers that it was designed for dental health. The Trident brand was the first national brand of sugar-free gum in the United States.

Target Group
The target group is youth and young adults(ages 12-30).

Big Idea
Trident is the gum that is usually at the bottom of the shelf at the checkout lane. Everyone knows about it but no one seems to be buying it. There are other brands including Orbit and 5 gum that are actively marketing to the target group while Trident is falling behind. Trident has been marketed as being good for your teeth but so is Orbit. In order to compete, Trident needs to re-brand their basic gum line to be eye catching and still true to their values of clean teeth. I suggest a new, larger package that has a flap with a comical, simple illustration with cutouts where the teeth should be. Underneath the illustration is a beautiful, clean, sparkly smile. Not only does this stay true to Tridents quest for clean teeth but is also eye-catching and humurous.

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Original Blue
CMYK 58% 20% 0% 0% RGB 78 176 255 Pantone 2915 C Hex 4eb0ff

Tropical Orange
CMYK 1% 17% 88% 0% RGB 255 208 55 Pantone 122 C Hex ffd037

Minty Sweet Green

CMYK 54% 0% 61% 0% RGB 63 255 158 Pantone 7479 C Hex 3FFF9E

Strawberry Twist Red

CMYK 3% 86% 90% 1% RGB 232 74 49 Pantone 7417 C Hex e84a31

Title Font

Copy Font

Raleway
Style: Lato Size: 48pt

Raleway Regular
Style: Raleway Regular Size: 8-10pt

Logo Redesign

Trident Trident Trident Trident Trident

The size of the main logo on the gum package must be 44pt. The Logo on the side of the package must be 26pt. The main logo should be prominent and not too close in proximity to any other object. Both the main and secondary logos should be centered. The secondary logo should be centered both vertically and horizontally on the top side of the package.

Package Redesign

Trident

Trident

Spearmint

Ingredients: natural masticatory substances of vegetable origin chicle, chiquibul, crown gum, gutta hang kang, massaranduba balata, massaranduba chocolate, nispero, rosidinha, Venezuelan chicle

Photography Comparison

VS

Advertisement

Trident
Making teeth whiter since 1960
Get a pack at the gas station at the next exit