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Personification is a graphic design tool that proves to enchant consumers time and time again, but the way it's been executed in Gubble Bum packaging is quite peculiar, to say the least.

Appreciating that simplicity has come to be preferred in terms of products' shelf appeal, JJAAKK Design gave each of these small rectangular prism parcels a solid color wash and minimal facial features. Two black dot eyes and white smiles produce a range of endearing expressions.

But there are two layers to the small boxes that hold the hard shell pieces of chewing gum, and the inner sheath is what delivers the surprise. When opened, the goofy cartoon creatures reveal a white skeleton constructed of the same rectangular card. Gubble Bum packaging hence serves up a paradoxically cute and cadaverous brand identity.