Package Redesign

and Case Study

Brian Westover | Advanced Visual Media | Project #2
 Table of Contents
Overview 2

Text Styles & 3

Color Scheme

Logo Standards 4

Redesigned Package 5&6

Layout and Photo

Advertisement 7
Product: Wrigley’s Doublemint Gum
Target Group: Men and Women, ages 18 - 35 Overview
History:
Doublemint gum was introduced in 1914, alongside Wrigley’s Spearmint gum and Juicy Fruit.
Today, Wrigley’s also manufactures and sells Big Red, Juicy Fruit, Wrigley’s Spearmint, Winterfresh, 5, Eclipse/Eclipse Ice,
Extra, Freedent, Orbit, Altoids, and Big League Chew.

Historically, the Doublemint logo has always included the Doublemint “Double Spear”, which was derived from the
Spearmint “single spear” logo (A play on Spear-mint). The logo has also often made use of a pair (or double) of mint
leaves or mint plants. Ad campaigns featuring the “Doublemint Twins” have been used since 1956 through to today.

The color scheme has, for several decades, consisted of a Light green background, with the main logo in White, Dark
Green, and Green. The Wrigley’s brand name has often been printed in bright red, to contrast against the green.

Packaging often includes the price – 25 cents (or more recently 35 cents) for a 5 stick package.
Newer packaging includes a flip top box with 15 pieces. This new packaging was likely instituted to be more competi-
tive against the box packaging of other luxury gum brands, such as Orbit, Dentyne, and Stride.

Redesign Plan:
While Wrigley’s “bargain gum” approach has worked well in the past, newer competitors, such as Stride, Orbit, and Den-
tyne, have utilized advertising and package design to position themselves as luxury products, and thus charge higher
prices. Because these products differ little in actual materials, this allows for a much higher profit margin. As such, it
would be beneficial to reposition Wrigley’s Doublemint Gum as a similar “luxury gum”.

The new logo, to convey a different look and feel, draws upon inspiration from Celtic Knots and Islamic calligraphy and
geometric art. The logo uses two intertwining stripes of Dark Green and Green to form the familiar Doublemint Logo in
a new and visually captivating way.

The new logo will retain the iconic double spear symbol, as well as the twin mint leaves. The logo colors of dark green
and green will both be used, as well the red Wrigley’s. The background light green color may be dropped, in favor of a
predominantly black or white background with light green accents.

In keeping with the new look and feel of the logo, packaging will no longer use price or bargain package alerts as a
sales method.
 Text Styles
Logo 1 - Arial Black
Logo 2 - JiveTalk, Regular
Slogan - Century Gothic, Regular
Label Copy - Myriad Pro, Regular

Color Scheme
Black
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90
Hex: 000000
Pantone: 426 C

White
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Hex: ffffff
Pantone: 7541 C

Peppermint Mist
RGB: 204, 255, 204
CMYK: 18, 0, 28, 0
Hex: ccffcc
Pantone: 351 C

Spearmint Green
RGB: 0, 255, 0
CMYK: 63, 0, 100, 0
Hex: 00ff00
Pantone: 802 C

Doublemint Green
RGB: 0, 153, 51
CMYK: 86, 18, 100, 4
Hex: 009245
Pantone: 356 C

Wrigley Red
RGB: 255, 0, 0
CMYK: 0, 99, 100, 0
Hex: ff0000
Pantone: 172 C
Old Logo Standards
1. The full color logo is used whenever color is available. If
circumstances call for the grayscale option, use the pro-
vided greyscale version.

Old Logo
The previous logo featured the Doublemint dual-ended

New Logo
spear design, as well as the red Wrigley’s, the stylized
“DoubleMint” text, and the classic two tone green color
scheme. Many of these elements are preserved in the new
Color and Greyscale design.

New Logo Color

The new logo retains several elements from the previ-
ous iteration, including the two tone color scheme, the
red Wrigley’s brand name, and a form of the DoubleMint
dual-ended spear.

This color version is to be used on all packaging and pro-

motional materials, with the greyscale version to be used
only in circumstances where color printing is not avail-
able.

Greyscale
The greyscale form of the new logo is to be used only
when color is not available.
 Naturally & Artificially Flavored
15 STICKS OF GUM

MADE OF: SUGAR, GUM BASE, DEXTROSE, CORN SYRUP, NATURAL AND AR-
TIFICIAL FLAVORS; LESS THAN 2% OF: GLYCEROL, ASPARTAME, GUM ARABIC,
SOY LECHTIN, ACESULFAME K, COLOR (TITANIUM DIOXIDE, BLUE 1 LAKE,
BETA-CAROTENE), BHT (TO MAINTAIN FRESHNESS). PHENYLKETONURICS:
CONTAINS PHENYLALANINE.

Amount Per Serving % Daily Value*

Nutrition Total Fat 0g 0%
Facts Sodium 0mg 0%
Serving Size: 1 Stick (2.7g) Total Carbohydrates 2g 1%
Servings Per Container: 15 Sugars 2g
Calories 10 Protein 0g
*Percent Daily Values (DV)
are based on a 2,000 calorie diet. Not a significant source of other nutrients.

Made by the Wm. Wrigley Jr.

Company, Chicago, IL 60611.
Questions? Comments? Call
1-800-Wrigley
(1-800-974-4539)
0 226660 0
and updated color scheme.
dimensions and basic layout of the
The new package design keeps the

current package, but with a new logo

Package
Redesigned
 Original
Package
The old packaging featured a bright
green background, with the old logo
prominently displayed.

Redesigned
Package
The new package design follows a
similar form factor, but features an
updated look with a new background
and logo.
 Magazine Advertisement
u b l e d o wn
d o

Double your flavor, and double your fun,

with the new look of Wrigley’s Doublemint Gum.