Wrigley Orbit: Fashion-Inspired Chewing Gum Package

Transforming Gum Packaging into Stylish Accessories

Interbrand, led by designer Scott Lucas, has revolutionized the packaging of chewing gum with their design for Wrigley Orbit. Gone are the days of ordinary gum packs; now, consumers carry a stylish accessory in their purse or pocket that creates badge value and talk value for the brand.

The key to this transformation lies in the cutting-edge printed overwrap, which cleverly utilizes Orbit's iconic "O" as a window to the inner envelope. Through this window, consumers are treated to a delightful surprise - one of 30 unique patterns designed to bring Orbit's retro-forward fashion aesthetic to life. This innovative approach not only sets Orbit apart from its competitors but also creates an experience built around anticipation and an inspiring reveal.

Interbrand's implementation team played a crucial role in bringing this design to life. They addressed design feasibility from the very beginning, ensuring that the printed overwrap could be realized while also considering the limitations and capabilities of overwrap printing. Additionally, Interbrand enhanced Orbit's premium look by transitioning from a glossy to matte finish, with hints of varnish on the envelope.

The dimensions of the Wrigley Orbit package are 92 mm x 10 mm x 50 mm, making it compact and convenient for consumers to carry around.

Interbrand's design for Wrigley Orbit has garnered attention and acclaim since its launch in May 2010. The redesign, which began in Cincinnati, quickly generated buzz in social media, television, and the press throughout the United States.

Extensive research underpinned the development of this groundbreaking design. Interbrand's proprietary qualitative research, Design Insights™, delved into the depths of the unconscious mind to understand consumers' true desires. Through ideal experience collaging and brand insights, Interbrand uncovered key motivating insights for consumers, including their belief in the power of transformation and their desire to create their own signature style.

Recognizing the impact of their design, Wrigley Orbit was awarded the Iron A' Design Award in 2011. This prestigious accolade is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The design of Wrigley Orbit not only integrates industry best practices but also contributes to a better world by providing fulfillment and positive feelings.