ZEUS: Innovative Package Design for Chewing Gum

Reviving the Desire to Chew

Inspired by Zeus, the Greek God who controls the weather, Yoichi Kondo named this product design "ZEUS" and incorporated various climate-related elements into the packaging. The concept behind ZEUS is to stimulate sensitivity and create a new incentive for young Japanese consumers to purchase chewing gum.

The package design of ZEUS is unique and captivating. It targets males in their twenties and aims to help them instinctively pick up the product at stores. The main visuals on the packaging depict spectacular natural phenomena associated with each flavor. THUNDER SPARK represents an acute and electrifying flavor, SNOW STORM symbolizes freezing and strong cooling, and RAIN SHOWER signifies a moist, juicy, and watery sensation.

The gum-wrapper of ZEUS is partially attached to the container, ensuring that the gum remains intact. Additionally, the packaging is designed in a way that when taking a piece of gum, a section of the wrapper automatically comes unstuck, allowing for a seamless and natural experience of putting the gum in one's mouth.

With dimensions of 80mm width, 11mm depth, and 50mm height, ZEUS is a compact and convenient chewing gum package that can easily fit into pockets or bags.

Since its release in January 2013, ZEUS has been a remarkable success. In the first two months alone, it sold 7,000,000 units, surpassing the benchmark of 5,000,000 units per year for a hit gum in Japan. The sales have continued to thrive, making ZEUS a popular choice among consumers.

Recognizing its excellence and innovation, ZEUS was awarded the Silver A' Design Award in the Packaging Design category in 2013. This prestigious accolade is given to designs that demonstrate outstanding expertise, creativity, and technical characteristics. ZEUS stands out for its remarkable level of excellence, introducing positive feelings, amazement, and wonder to consumers.