Week 8

Creative Brief:

Title:
Series packaging for the gum company, Chewz.

Introduction:
Chewz is a company that focuses on its consumers choosing their own flavor whether it be by luck or the buyer's choice. We strive to make buying gum a fun experience and hope that our boxes can be collectable similar to other sets of playing cards.

User and Target Audience Groups:
The target audience I am looking to focus on is elementary or middle school children who live in a suburban area.

Brand Attributes, Promises and Mission:
This company will start a new trend in the gum industry. The goal is to make the packages collectable and more interactive then just a case for gum.

Competitive Landscape:
Other competitors tend to stick with colors and visuals associated with the flavor. I plan to use these aspects in my design as well, but not for my whole design. Brands also seem to use circular shapes along their packaging to associate themselves with bubble gum since you blow a circular bubble. The brands I looked at are Extra, Orbit, 5 and Trident.

Business Objectives (Success Criteria):
I plan to create a design that is different from the circular designs gum packages have, but include color and iconography that a consumer can recognize and associate with gum.

Creative Strategies:
I plan to differentiate my packaging from other gum packages as well as differentiate the design. I also plan to still have similar aspects in my design as other companies do such as color and iconography because consumers will be able to recognize that it is gum on the shelf.

Functionality Specifications:
I plan to design the package around a cigarette package design. This will simulate a card box and will give the design on the back a cleaner look then if it were a regular gum package.

Comparisons: