Week 10 - Final

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 we focus on are elementary or middle school children.

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 a certain flavor. These aspects are shown in our designs as well, but not for the whole design. Brands also seem to use circular shapes along their packaging to associate themselves with bubble gum since you blow a circular bubble. Competitive Brands are Extra, Orbit, 5 and Trident.

Business Objectives (Success Criteria):
Chewz has 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:
This packaging is different from other gum packages. There will be similar aspects in Chewz designs like other companies do, such as color and iconography because consumers will be able to recognize that it is gum on the shelf.

Functionality Specifications:
The design of the package will be based on 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:
The brand takes gum to another level and creates a collectable experience with including customized wrappers and cards that are unique to each package. The competitors do include similar patterns and shapes on their designs, but Chewz creates a collectable experience like no other.

Monday 11/4:
King:

Queen:

Jack:

3 Packages:

Critiques:

• To push concept further, put more than one card in each pack and maybe mix up cards so every pack had a different set. 
• Make it so eventually a buyer could get all 52 cards and be able to play with them
• Could also make the flap have a sticker instead of cards
• Make the Queen card color a little redder. It seemed pink in the print out
• Add a pattern to the top
• Maybe include something somewhere on the box as well about games to play with all the cards a person can collect